Parodontax was a completely new toothpaste brand to Chinese when it was first launched in China. Meanwhile, social media grows so fast that it becomes a must-have with noisy environment for brands. Our task was to raise the awareness of Parodontax.

Through social listening, we found a consumer insight that many personified Weibo accounts gained a lot of attention.

Based on the brand DNA, we created a Miss Tree account instead of an ordinary official account, and acted like a humorous and mysterious online writer to interact with consumers and raise their curiosity before the main promotion period then revealed the identity as the brand ambassador to interact with offline events and other marketing promotions.

We also leveraged other top social platforms to co-op, such as WeChat, Guokr and Baidu Zhidao.

Brand awareness was significantly increased with a total exposure of 306 million, and a total engagement of 8.8 million.

1st, Miss Tree’s account was built before the main promotion period in order to gather enough high quality followers as the 1st tier influencers to help her to stand out.

2nd, during promotion period, Miss Tree revealed the identity as the brand ambassador to interact with offline events and other marketing promotions, and posted contents about hot topics, category education, product information in more creative and personified way.

3rd, Used Guokr and Baidu Zhidao to gain more buzz and deep discussion about our product.

4th, Also posted related content through WeChat, to gain more exposure and staying close with consumers.

After the campaign we won over 200,000,000 exposure, 18,546 comments and 114,306 re-tweets on Sina Weibo, our followers went up from 0 to 94,693 in 1.5 months.

What’s more, we won over 100,000,000 exposure and 8,639,096 reading on WeChat platform. Over 6,000,000 exposure on Guokr. Also, we posted 10 questions on Baidu Zhidao, and got 15,234 clicks.

From Nielsen 2014 report, during campaign, the off-take of Parodontax grew 273% and the brand share reached record high at 0.3%.