In Europe, the cold wind blowing straight is always a pain point of air conditioner. Consequently, people suffer from colds and fevers. Nowadays, these symptoms are horrible because of the COVID-19.

Midea launched breezeless air conditioner in Europe. It uses patented mini-holes technology to break the cold direct wind, creating a comfortable experience of “Real Cool With No Wind Blow”. It solves the uncomfortableness brought by traditional air conditioner fundamentally.

How to create people’s perception of the selling point of “Real Cool With No Wind Blow” and let it enter European market is Midea’s challenge.

What creative elements are most likely to resonate in Europe? We think of the super IP: Mona Lisa. Besides, we select famous painting in Europe as the core content of cosplay.

How to combine cosplay challenge with product selling point? We found that popular cosplay videos on TIKTOK have one thing in common: they show people’s counterattack from ugliness to beauty. This before / after short video attract users among many fragmented contents easily. We use it. In the before stage, we show people’s distress caused by strong wind. In the after stage, we show the delicacy after COS to present the comfortable experience without wind. This campaign is ignited in the hashtag #WindyOrBeauty#.

During isolation, many people relieve depression with interesting cosplay in social platform. We grasped this trend and decided to launch a large Cosplay challenge on TIKTOK after an intensive brainstorming.

In order to make the challenge be imitated by a large number of Internet users in Italy, we not only integrated Italian elements (such as pizza, leaning tower of Pisa, etc.) into the selection of filters, but also made five typesetting videos as top videos of topic pages to attract Internet users.

Five typesetting videos selected well-known works such as Van Gogh's self-portrait and the birth of Venus to stimulate netizens' interest and inspiration. In addition, we give the protagonist of the video different character settings, using pets, rugby, outdoor equipment and other representative props, so that netizens have a sense of substitution.

In just 1 week, the event broke the TIKTOK challenge record of Italy! 60k+ creators joined it. It has accumulated more than 130K high-quality UGC content. Now, enthusiastic netizens contributed more than 423 million video views, more than seven times the population of Italy! We received the good news from TIKTOK: #WindyOrBeauty# has become the most successful TIKTOK challenge in Italy.