In March 2019, pure cotton sanitary pad brand Free wanted to promote its shorts-pad and 420cm super-long night pad. With selling points of "comfortable pure cotton, all-around protection", Free aimed to create a brand marketing activity which targeting generations born pass-1995, designed to quickly improve brand recognition and reputation, and increase market share.

This campaign start with sanitary pad brands theme of "keeping active even during your period". Combining insight into pass-1995 girls' real thinking "just wanting to lie down to ease period pain", with the brand’s "comfortable, all-around protection" selling point, Free came up with the idea of the "Lie-down Party" where girls could relax and experience all the comfort the brand had to offer.

Based on accurate insights into target users' needs, Free used all available on and offline channels. The fun and comfortable offline "Lie-down Party", which allowed target audiences to enjoy themselves together happily, was combined with the Kuaikan comic platform, together creating totally immersive publicity. The aim was to improve brand recognition and reputation, and increase product sales.

Online:

In cooperation with the Kuaikan Comic APP, Free created a topic of “Lie-down during periods" to attract users' attention, and increase awareness of the brand’s "comfortable and all-around protection" selling point among target audiences. Various fans posted their photos lying down, and the activity went viral on the platform.

Offline:

Free also organized an amazing offline "Lie-down Party" for girls, providing giant pad-shaped mattress for them to lie down on to enjoy manicure and games. In this way, Free offered target audiences an immersive experience of its "comfortable, all-around protection" core selling point, attracting a large number of loyal users to the brand.

1. Increased sales conversion.

E-commerce sales on March 8 increased 10 percent year on year, with sales over RMB 200 per transaction up 40 percent year on year.

2. Improved brand awareness.

The online and offline impression reached 168 million during this campaign.

3. Increased brand affinity.

Users spontaneously generated large amounts of related content, with total online interactions reaching 607,000.