[Background]

Toilet paper, there's nothing you don’t already know. All the brands focus on “wet strength” . That’s what the consumer cares about.

[Challenge]

May Flower, a late entry brand in China would like to challenge the status quo.

[Strategy]

Design a live event to demonstrate the magic power

Direct interaction with consumers

Make product the channel of communication, spreading the product message on the toilet paper.

[Idea]

“Art of absorption”

Using traditional Chinese ink calligraphy, written on toilet paper, you can perceive the strength of the toilet paper which absorbs the blush ink thoroughly. It demonstrated Mayflower toilet paper with strong absorbency

[Using PR]

A total of three roadshows were carried out in the regions of Beijing and Shanghai, with several promotions aired through the media. Video clips of consumers trying the calligraphy were trending in Weibo, showing how much they enjoy and are willing to share this interesting event.

Reporters from 5 media channels were invited for the event. At the same time, exhibition was held at the Museum of Arts for a week, receiving ten thousand visitors.

[Results]

2,014,213 impressions on weibo.

5 magazine reports in 3 months

Gained 12% market share within 6months after launching

Brand recognition reached 92%

Ranked no.2 in consumers’ ideal brands category

5 Media reports, 2 News reports

As counterfeit products are widely available in China, people distrust the government and firms. Traditional TV commercials are not able to persuade the consumers, as to them, seeing is believing. When a new brand is launched, we wish to build reputation and trust upon entering the market as a trustworthy brand.

5 magazines and 2 TV reports in 3 months;

Gained 12% market share within 6 months after launching; Brand awareness reached 92%; Top of mind ranked No.2 in consumer study;

2,014,213 impressions on Weibo.

In early February, the topic "Can the traditional ink painting and calligraphy be done on tissue” was discussed online, and the consumers was invited to the art exhibition.

On 25th February, the consumers watched and experienced the calligraphy master doing calligraphy on the tissue.The first step is the online discussions of the topic "can the traditional ink painting and calligraphy be done on tissue.”

Then we invited the consumers to the on-the-spot demonstration that is held at the Museum of art. The Chinese calligraphy master did calligraphy on tissue to show the 'wet strength' by the power of brushing and the infiltration of ink.

And last, we continued propagating by the art exhibition and the online broadcast. Reporters from 5 media channels were invited for the event. At the same time, exhibition was held at the Museum of Arts for a week, receiving ten thousand visitors.

Toilet paper, there's nothing you don’t already know. All the brands focus on 'wet strength' . That’s what the consumer cares about. After the topic "can the traditional ink painting and calligraphy be done on tissue paper?" discussed on the Internet at first; then, the event art exhibition is held at the Museum of art. We invite the consumers to the site scene to watch the calligraphy master doing calligraphy on the tissue and it is broadcasting on the net at the same time.

Design a live event to demonstrate the magic power

Direct interaction with consumers

Make product the channel of communication, spreading the product message on the toilet paper.