Top-selling hair care brand in China Rejoice launched a Singles’ Day campaign featured as a Flash of Genius in our inaugural Digital IQ Index: Personal Care China report. On November 11, named Singles’ Day to mark the growing population of singles in China, Rejoice rolled out an interactive matchmaking tool on a new “Show Your Love” tab on Sina Weibo.iPhone 5 sweepstakes for those who submitted their headshots and interest. The matchmaking tool paired users based on compatibility, and users were encouraged to enter friends and share results.
Rejoice boosted the campaign with a mini-movie that encouraged women to be proactive about finding love, and offering users a chance to be featured in a video on Youku. The mini-movie received ten million views as of December.
A success, the custom tab matched more than 368,000 couples in just one month and added 40,000 new fans to the Sina Weibo Rejoice page. The hashtag #ShowYourLove had 12 million mentions. To convert engagement to sales, the tab features a promotional video and link to Yihodian where users can buy Rejoice products.
Other brands such as Olay, ranked number one in our Index, created romance-themed campaigns as well but Rejoice’s focus on an already popular national holiday made it the most successful.