To help the Chupa Chups brand spirit of “happiness and surprise” thoroughly resonate with this generation.
We created an online campaign named “Looking for Doubi”. Doubi translates to “funny fool”, a popular term used among Chinese millennials. Users could design a poster and upload their picture, after shaking their phone a random sticker made up of Chupa Chups beans would appear. They could share their creative poster in a Wechat moment and their friends could comment on a bullet screen, a popular video-overlay commenting system.
We worked with a famous illustrator on Weibo to produce a series of comics to build buzz.
Influencers also promoted the Chupa Chups posts to increase campaign reach.
Managed a content marketing campaign on Weibo, splash screens, during Tencent videos, in QQ music and on various mobile ad display networks, which drove traffic to Chupa Chups Wechat and a Q-zone event page.