“Shoulders of Greatness” is an idea that pays homage to those shouldering familial responsibility during a time when it matters most in a Chinese cultural context: Chinese New Year. This holiday is traditionally a time for family reunions, and marks the largest migration of human beings in the world with hundreds of millions of citizens traveling home to their families.

Forgotten, underappreciated and often disrespected –it is the bus drivers, gas attendants, and transportation assistants who stay behind and make the family reunions of everyone else possible, while sacrificing their own ability to be home with family.

In our consumer research, we found that people relate “shoulders” as the support structure for family, so for Head & Shoulders it made sense to remind consumers of, and encourage them to pay respect to, the workers ‘shouldering’ responsibility for the entire country during Chinese New Year.

The online video was first launched just before the busy travel season for Chinese New Year on January 14th, and in market during the two week holiday period.

We placed the video on some of China’s most popular social media and video sites including: IQIYI – China’s largest online video site; TENCENT News App – China’s most popular News App; and Weibo – China’s version of Twitter with about 500 million registered users.

After watching the video, consumers were encouraged to click through to the H5 page and pay tribute to the unsung heroes by sharing the video along with a “badge” – a symbol placed on their own Weibo profile – to signify their support.

Each of the touchpoints also contained a direct link to our eCommerce page on JD.com (China’s largest etailer) to drive sales during this CNY time period.

- Almost 1 Million (990k) people lit up their own personal Weibo (China’s equivalent to Twitter) pages with a Head & Shoulders “badge” signifying their support for the CNY workers.

- 37 million video viewership on Weibo

- 2.7 billion earned media impressions

- +200MM views/readership on the weibo campaign page

- 99.8% positive sentiment in online video comments from consumers in Weibo

- No. 1 SOV brand on Weibo with highest level of social buzz for brand in brand’s history.

- Overall H&S grew share +1pt vs. YA in total ECOM, mainly driven by JD.COM (+1.3pts vs. YA) which is the biggest ECOM customer for H&S (45% salience)