Entering company
MediaCom China
Entering Country
China
Brand
Rejoice
Brand Owner
Procter and Gamble
Industry Sector
Fast Moving Consumer Goods
Markets covered
China Mainland
Objectives
Rejoice is China’s #1 shampoo by market penetration.
However, it has been losing share amongst our millennial audience.
Lower mass media affinity made Millennials a difficult audience to reach. Digital platforms were also crowded.
Alternative ways were needed to reach our younger consumers, to reinforce our core benefit: “smooth hair”.
Insights
THE CURRENT GENERATION OF FEMALE MILLENNIALS IN CHINA FEEL MORE EMPOWERED, ADVENTUROUS AND AMBITIOUS THAN ANY GENERATION BEFORE. HOW DO WE CONNECT WITH THIS DISCERNING GROUP IN A WAY THAT EARNS THEIR ATTENTION?
It’s no secret that while TV ads still deliver reach, they no longer capture attention in the shampoo category where brand communications are identical. Remove the logos, and one shampoo ad is very similar to another.
The problem is exacerbated amongst our millennial female demographic, aged 18-35. With the highest female labour force participation rate ever seen in the country at 64%, China’s young women are more empowered, more adventurous, and more ambitious than any previous female generation. This new “She-conomy” is more discerning and demanding of brands than ever before.
According to our proprietary “She-conomy” research, 75% of young female workers aspire to be a senior business leader, 57% feel the pressure to be wealthy, and 53% are stressed by the constant need to look good.
Our research revealed that women feel they have to look the part to progress professionally in their roles – this meant caring about their day-to-day appearance and looking presentable all-day long.
We learned that women feel most confident about their appearance when they leave the house, mostly thanks to having smooth, silky hair, cited as one of the main features they spend most time on. However, by day’s end, their busy day takes a toll turning their hair greasy/oily.
We set out to help them stay confident all-day long.
Strategy
BY OWNING THE DORMANT AM/PM MOMENTS WHEN FEMALE PROFESIONALS RIDE ELEVATORS BEFORE AND AFTER WORK, WE HELPED THEM TO STAY CONFIDENT – WITH GOOD HAIR – ALL DAY LONG.
Thanks to our new research, we learned that women feel most confident when they leave the house, having just looked in the mirror on their way out. The rest of the day, they have less time to spend on their day-to-day appearance due to their busy workloads.
How could we play a central role in helping them stay confident all-day long, in a less cluttered media space, to earn their attention, and ultimately, dollars?
By following the consumer journey, we realised that despite always rushing in and out of work, office workers are forced to spend an average of 15 minutes each day waiting or travelling in elevators.
At the start of the day, this is the last moment of downtime or opportunity for a hair check before their minds become preoccupied with work.
At the end of the day, it’s the moment after work when they begin to relax and start switching off from work.
These AM/PM moments presented the perfect times to engage with our audience – when they would be most receptive and least distracted, especially since smartphones have limited or no connectivity in elevators. Instead of making small talk with strangers or staring at a signal-less phone, our audience would be actively searching for something to fill their time.
Elevator posters and LCD screens are nothing new in China, but most brands have used them to push shorter edits of TVCs or static imagery, without any further thought or insight.
Instead, we would lean on our unique insight of helping young female professionals across the country, and own this dormant, unmissable medium to bolster women’s confidence in their work lives.
Execution
WE OWNED THE AM & PM TIME SLOTS IN ELEVATORS ACROSS THE COUNTRY’S OFFICE BUILDINGS BY CREATING A HANDY MIRROR FOR LAST-MINUTE HAIRCHECKS IN THE MORNING, AND EASY SOLUTIONS TO FIX FATIGUED HAIR IN THE EVENINGS.
We created a custom elevator poster with an image of our brand endorser, Xue Zhiqian, holding up a mirror, prompting our professional female audience to do a final hair check before they exited the lift.
Xue Zhiqian is a multi-talented actor, singer, comedian and TV host – a heartthrob to the younger female audience and loved for his signature comical style.
The poster was designed with a reflective material just like a mirror, to make any necessary last-minute touch-ups before they entered the office.
Meanwhile, the LCD screen played a connected custom video depending on the daypart. In the morning, Xue Zhiqian complimented the female professional on her hair in his loveable and comical way, as she arrived in the morning, to boost her confidence.
In the evenings, Xue Zhiqian reminded her that the long day has made her beautiful hair dull and oily. He then reassures her that Rejoice can help replenish her hair and bring back the perfect shine and smoothness from the morning.
Furthermore, elevator riders were encouraged to take a selfie with Xue Zhiquin’s poster, using the mirror to feature their own faces and to share it to their social media feeds.
Our AM/PM elevator campaign was rolled out in 16 First-tier cities, during the opening and closing business hour dayparts.
Lead Media Agency
MediaCom China
