| 哲学 | In China, 999 Ganmaoling Keli is a well-known traditional brand, for its integrated Chinese and Western medicine to prevent and treat colds. Nowadays, more and more Chinese young targets are inclined to treat colds with Western medicine. Therefore, the influence of using 999 Ganmaoling Keli is declining, and the brand is becoming outdated. On the other hand, there are many restrictions on Pharmaceutical advertising and communication in China. We hope to break through the traditional communication approach, to find an innovative way such as crossover collaboration to deliver the 999’s core value and brand positioning of "Feeling warm from the heart to heart". Our targets are the early-adopting Gen Z and Millennials who care about fashion and trend but ignore the cold. They also fancy new things and they are the opinion leader in today’s social media in China. For this campaign, we took advantage of the concept of east mixed with the west and found an innovative way of utilizing crossover mediums. As we know, the traditional long johns are tedious and out of fashion, so the young targets reject to wear them. Therefore, we transformed the traditional long johns into something new by adding fashionable elements to refresh the outdated brand image of 999 Ganmaoling Keli. Apart from this, we re-invented the traditional long johns by raising the waistline above the chest to demonstrate the warm-hearted brand spirit. It also created a high demand for owning a pair for the 999 Warm-Hearted Leggings as a trending fashionable item. By combining the traditional Chinese elements with the modern young culture, we successfully turned the“combination of the traditional Chinese and Western medicine" into a fashionable cultural phenomenon. About the execution, the 999 Official WeChat feed released the article “999 Ganmaoling Keli officially enter the fashion industry” which contained our warm-hearted leggings’ design, product photographs, key visuals and viral videos that demonstrate each legging’s theme. Soon after, it caused a sensation in both health, fashion, and lifestyle-related industries. Then, we posted the KOL’s (social influencers) street style photos on Weibo, to stimulate curiosity from the KOL’s fans. The conversation continued to grow, and we were able to engage with the fashionable youth. Therefore, the trending hashtag #999 Warm-Hearted Leggings# reached Number 2 spot on Weibo’s Hot Search. Then, we promoted our leggings as limited-edition giveaways, and some KOL started to show off by styling the leggings on their own. They posted these contents with their interpretations of each legging’s theme on social media platforms such as “RED” (the biggest fashion and lifestyle social platform in China). At this point, owning a pair of the 999 Warm-Hearted Leggings has become a popular demand among the young targets. In addition, during one of the Chinese hottest reality shows "Ice Hockey Hero", the 999 Warm-Hearted leggings were presented as a gift that was given to the members of China's National Ice Hockey team by the Chinese famous stars - Ray Lei and Jackson Yi. This media exposure brought the campaign to the climax. Ultimately, wearing the 999 Warm-Hearted Leggings in winter had become a fashion sensation in China. |