Diary

Background

Gyno Dakarin was a product that prevented vaginitis. And for over a decade, J&J had been selling it on its functional merits in China, as the subject had seldom been openly spoken about. But sensing societal changes, J&J wanted to reach their young female target on a more emotional level.

The objective, then, was to try to speak to the target in a completely new way.

Idea

A campaign was developed around a book, a personal diary, in fact. Not one written by a woman but rather by giving a voice to a woman's most private body part. The 'Little V Diary" became a unique way to explore the vast array of woman's issues. The diary explored the many emotions associated with the most top-of-mind topics of young women. A two-minute video was created to promote the book, along with digital outdoor and print. But it all began with the 'Diary', found within women's magazines as an insert.

Results

Within three months of its launch, the campaign had received over 5 million views on popular Chinese video sites and nearly 9 million views and downloads on the 'Diary' campaign site, as well as nearly 100,000 personal comments across a variety of media.

The term "Little V" even became a favourite way among young Chinese women to refer to their private area. This campaign also raised top of mind brand awareness 54%, increased the PI by 59%, while increasing brand preference by 81%!

Our Thoughts

In a category that's known for encouraging channel surfing, we see a fresh insight and an emotional execution here that has given women a real voice, where only blue and pink scientific diagrams of their feminine areas existed before. Little v is big.