Shampoo brand Rejoice, already known as the “people’s brand” in China, was looking for new ways to strengthen its emotional bond with consumers. So FleishmanHillard carried out a creative Valentine’s Day campaign that focused on love.
Consumers were encouraged to draft digital love messages and broadcast them throughout the country via a network of 80 LED billboards. These were seamlessly integrated with the Rejoice website and with the leading Chinese social media site Weibo. The campaign generated more than 110,000 love messages, 460,000 social media posts and an extremely cost-effective return on investment.