For all Chinese, Spring Festival is a time to celebrate with family. The words “wash your hands before dinner” allude to the fact that at this time of year the entire family sits together to enjoy a meal. As a leading brand of anti-bacterial products, Safeguard is committed to encouraging the habit of hand-washing among the Chinese. Recognizing that the call to “wash your hands before dinner” is often heard in Chinese families, they cleverly placed it in their Spring Festival marketing campaign to stir up feelings of nostalgia in millions of Chinese who work away from home, and thus reinforced their brand image.

The heartwarming video was launched on many video portals and attracted extensive attention. H5 game “Share home-return date and have a dinner appointment” Ten well-known bloggers wrote articles interpreting the story of the “Wash hands, Have dinner” campaign, which resonated with a number of people. The emotional appeal on social media triggered the intended response. Safeguard and China Newsweek also launched a related campaign, “Most respectable people on duty during the 2016 Spring Festival.” The hot topic discussion was # Wash hands, Have dinner # The campaign turned an emotive appeal into a social topic and promoted it widely on social media. It appealed to people heading home for the festival. Safeguard joined hands with CR Vanguard and Didi Taxi to launch O2O activities, and convert an emotional appeal into sales.

The ad campaign “Wash hands, Have dinner” received more than 500 million views on social media, and improved the brand awareness among consumers. It helped Safeguard surge forward in the cutthroat marketing battle of the Spring Festival. The carefully crafted video helped embed the high-quality image of Safeguard products in consumers’ minds, strengthening their leading position in the industry, by making an emotional connection with consumers. It successfully conveyed the inherent message that “using Safeguard products means you care for your family’s health.”