With the launch of Free’s new product, Linglong Bag--- a sanitary napkin small enough to fit in a card case, the brand hopes to maximize its volume and creates brand differentiation from other competitors, enhance brand awareness and reputation, to seize the core market share of Target audiences (born after 2000, girls).

Pitching-in from the characteristics of the product, small and portable, it is a bold and innovative move in the market to give the new product an anthropopathic personality as “zany, quirky” small girl, through the event of painting graffiti in one of the busiest metro stations during midnight. The theme of “small body, big energy” maximize the product’s small and exquisite but have strong absorption quality, but also contains the message of “don’t estimate small, younger generation can change the world as well”, which exaggerates the differentiations of the brand in the market.

Insights:

90% of Chinese female adolescents have negative impressions when facing menstruation.

More than 70% of Chinese girls admitted that they had to carry a big bag by hiding their sanitary wares.

Creative idea:

#DONTUNDERESTIMATESMALL and held a livestream graffiti event during midnight in one of the busiest metro stations in Guangzhou, China.

By analysing the data of TA’s favourite media behaviour, both online and offline media was used to promoted. Supported by different celebrities, KOLs and KOC, maximize the social attentions and discussions. From different dots to surface, formulate a full circle media strategy to raise the TA’s attention.

Using the symbol of “Small” in word playing, highlights the small and convenient features of the new Free’s Linglong Bag, created #DONTUNDERESTIMATESMALL series topic adopted to different phases of the project.

Enhancing the consumer’s participation and interaction, initiate co-creations of the product, launch personalise and limited editions to endorse the main marketing topic, and arouse public interest in the upcoming events.

*This project was all completed by women.

A large blank billboard wall with a real size of product attached in the corner, was present as the advertisement in one of the busiest Guangzhou Metro stations – Yangji station. It highlighted the features of new products and arouse major public's attention to the marketing theme.

More than 5 graffiti artist and 20 invited college students were live painting their own arts in Yangji metro station, starting 1:00 am in the midnight, a special online selling event starts in Tiktok during livestream, viewers can buy the new products with only one click.

#DONTUNDERESTIMATESMALL topic gained 70+ million impressions and 1.1+ million interactions in Weibo; 5.7+ million views and 3.2+ million interactions in Tiktok.

98% positive feedbacks and comments online, more than 23 million user generated content were made with 700k interactions

A total of 1300 million impressions online, the official media had a massive increase of 100k followers daily.

Product sells: Single product sales surged 86 times after the project

Tiktok livestream sales: the live gained 3.1 million Likes and reach the top 10 live channels at the same time.

The main topic was trending no.3 on Weibo in China 2 times during the project period.