Polident Promo, Case study DENTURE CLEANSER UNITES THE GENERATIONS by Mediacon Beijing

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DENTURE CLEANSER UNITES THE GENERATIONS

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Industry Oral Hygiene
Media Promo & PR, Case study
Market China
Agency Mediacon Beijing
Released April 2011

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: GLAXOSMITHKLINE CHINA - POLIDENT
Product/Service: DENTURE CLEANSER
Media Agency: MEDIACOM, Beijing, CHINA
Senior Brand Manager: Maggie Zhang (TSK/F)
Marketing Director: Jean Hsu (TSK/F)
Business Director: Mary Zhou (Mediacom Beijing)
Strategic Planning Manager: Christine Yi (Mediacom Beijing)
Media placement: Micro-Blog - Sina Micro-Blog - 28 April 2011
Media placement: Online Video - Youku, Tudou - 28 April 2011
Media placement: Search - Baidu - 28 April 2011

Insights, Strategy & the Idea
Unlike any other market in the world, over 50% of denture cleanser purchases in China are made by young people. They buy it for their elderly parents. But with record numbers of the young moving to cities for work, they no longer do this. Yet older Chinese parents say that being cared for in old age is their top concern. So to improve Polident’s 17% category awareness and 3% category penetration, we had to convince the younger generation that buying Polident was a great way to demonstrate care for their parents. We did this in a social media campaign that not only got the younger generation thinking about their obligation to their distant parents, but also using Polident as a vehicle for their respect and affection.

Creative Execution

On China’s biggest social media site, Sina.com’s micro-blog (China’s Twitter), we plugged into the huge obligation that exists in China for the young to care for their parents. Just before Mother’s Day and Father’s Day, we used Google maps to remind young city workers how far they live from their parents. A fun test called ‘How much do you know about your parents?’ also helped them calculate their ‘emotional distance’. Viral films featuring young city dwellers and celebrities sharing childhood memories tweaked consciences further. Record numbers of viewers of these films then visited our site, where twice a week we set inspirational discussion topics around childhood. By tapping into a strong Chinese tradition of sending a ‘family letter’ when far from home, we got thousands of people writing family letters to their parents on our site. The parents of every person who registered received a trial pack of Polident.

Results and Effectiveness
Almost 16,000 Polident trial packs were sent to parents. Ours was China’s fastest-growing branded micro-blog account, reaching 67,095 followers in just 7 weeks. Calls to the Polident hotline increased 150%. Sales soared by 81%. Brand awareness more than tripled. 40% of the almost three million unique site viewers participated. Over 8.6 million people watched our videos, with a 128% forwarding rate around Mother’s Day – smashing industry norms. And 180,000 people wrote a ‘family letter’ from our site, with the words: "Polident sent you a message from your children," sent to parents by SMS.