2011: This was one of China's earliest viral hit on Weibo as well as its earliest online-to-offline brand activation without using paid media. SapientNitro (now Publicis.Sapient) was asked to do a campaign to drive Dove gifting sales 4 weeks before Chinese Valentine’s Day. Through social listening, which was a rare practice for a creative director then, we discovered that Chinese netizens looked online for gift ideas for their loved ones. We also took notes of a few thousand Weibo male user profiles who made bold promises in their posts of doing wonderful things like a masterpiece of love for their girlfriends for China's Chinese Valentine's Day on 7 Aug 2011.
Although SapientNitro was only Dove's print and TVC agency, as the digital creative director, I conceptualized and sold to Dove Chocolates a unique crowdsourcing art creation project that started online and would be finished offline. Choosing the love struck industrial artist Ma Jin, we told him that the agency would support his public wish on Weibo to create a masterpiece of love for his girlfriend on 7 August. In return he must use heart-shaped containers which is closely associated to Dove Chocolates heart-shaped gift boxes to draw a closer association between the brand and Chinese Valentine's Day as well as encourages purchases. This unique O2O social campaign broke records and set milestones in China and for Dove chocolates even today. Check out the video.
* Media features showing it was one of China's most unique and effective social media Weibo marketing using art installation/collaboration in China:
https://www.techinasia.com/dove-weibo-campaign
Although SapientNitro was only Dove's print and TVC agency, as the digital creative director, I conceptualized and sold to Dove Chocolates a unique crowdsourcing art creation project that started online and would be finished offline. Choosing the love struck industrial artist Ma Jin, we told him that the agency would support his public wish on Weibo to create a masterpiece of love for his girlfriend on 7 August. In return he must use heart-shaped containers which is closely associated to Dove Chocolates heart-shaped gift boxes to draw a closer association between the brand and Chinese Valentine's Day as well as encourages purchases. This unique O2O social campaign broke records and set milestones in China and for Dove chocolates even today. Check out the video.
* Media features showing it was one of China's most unique and effective social media Weibo marketing using art installation/collaboration in China:
https://www.techinasia.com/dove-weibo-campaign
http://www.campaignasia.com/article/case-study-how-dove-leverages-happy-ever-after-with-zero-media-dollars/290324
https://www.yahoo.com/news/dove-weibo-campaign-case-study-031314009.html
http://www.china-brain.com/Editorials/Weibo-Marketing-Case-Studies:-How-to-Manage-a-Brand-on-China%E2%80%99s-Social-Network-/93.html
http://www.china-brain.com/Editorials/Weibo-Marketing-Case-Studies:-How-to-Manage-a-Brand-on-China%E2%80%99s-Social-Network-/93.html
