Gyno Print DIARY by Ogilvy & Mather Beijing

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DIARY

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Industry Health & Pharmaceutical Products
Media Print, Magazine & Newspaper
Market China
Agency Ogilvy & Mather Beijing
Director David Gaddie
Executive Creative Director Doug Schiff
Copywriter Li Dong
Producer Colin Lai
Released August 2011

Credits & Description

Category: Fast Moving Consumer Goods (not including food)
Advertiser: JOHNSON & JOHNSON
Product/Service: DYNO D
Agency: OGILVY BEIJING
Executive Creative Director: Li Dong (Ogilvy Beijing)
Copywriter: Li Dong (Ogilvy Beijing)
Art Directors: Lu Genyi/Wang Heshui/Qiao Jun (Ogilvy Beijing)
Agency Producer: Wang Haixing (Ogilvy Beijing)
Executive Creative Director: Doug Schiff (Ogilvy Beijing)
Director: David Gaddie (The Colony)
Director of Photography: Shu Chou
Producer: Colin Lai
Post Production: (Afterparty)
Post Producer: Jenya James
Sound Design: (Nylon Studios)
Account Team: Catherine Guo/Nell Hu/Herman Gao/Annie Zhang
Production Company: (The Colony/The Shanghai Job)
Media placement: Film - Tudou.com - August 1, 2011
Media placement: Print - Various Women's Publications - August 1, 2011
Media placement: OOH - Various OOH Locations - August 1, 2011
Media placement: Online - Various Websites - August 1, 2011

Describe the objective of the promotion.
Gyno Dakarin is a product that prevents vaginitis. And for over a decade, J&J had been selling it on its functional merits in China, as the subject has seldom been openly spoken about. But sensing societal changes, they began wanting to reach their young female target on a more emotional level. So the objective was to try to create a promotional campaign that spoke to the target in a new way and have Gyno D speak to women in a way a product in this category hadn't before in China.

Describe how the promotion developed from concept to implementation.
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 2-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.

Explain why the method of promotion was most relevant to the product or service.
It was very relevant as it all began with the insight that most women have quite a complicated ‘relationship’ with their most private area. From there this voice came right out of the insight, and the campaign was developed. The campaign looked at the big societal changes and built an innovative, fresh campaign with both the changes and women's issues at its core.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Within three months after its launch, the campaign 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 favorite 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 a phenomenal 81%!