Cross-industry collaborations are considered normal and not newsworthy; however, the collab between a laundry detergent brand and a Chinese museum to transform the traditional culture into a modern format with huge buzz is an unusual success.
Background Intro:
To promote 618 EC festival in 2019, TIDE collaborated with ‘Pictures Of Female Musicians in Song Dynasty’ from the Shanghai Museum, the traditional Chinese cultural heritage, with a joint box promoting the laundry detergent designed for bright colour protection.
By tapping into the Chinese heritage through the collaborations, TIDE successfully sold out the joint box while effectively boot its brand awareness amongst the young consumers.
Creative Idea:
Girls from all generations and ages would always like to keep themselves bright and brilliant with what they wear. We found such insights can be used as a creative idea for the collab of TIDE and the artifact of Musicians in the Song Dynasty. Musicians from Song Dynasty are well known for their excellent talents and famous dress codes thousand years ago.
Therefore, we transform the artifact into a digital video featuring the perfect colour protection of the TIDE and deliver it to the main social media platform with the hashtag campaign.
Communication Execution:
Teaser: Create the brand viral video featuring the colourful and vivid style of the artifact, alongside the entertaining influencers to launch the campaign hashtag #IdolsMillenniumDebut on Weibo and raise attention and curiosity.
Launch: Leverage cross social channels (WeChat, Weibo, Douyin) to create campaign buzz centred on the viral video and KOL seeding content with animated GIFs and creative posters.
Maintenance: Influencers from various industries continued seeding with the creative content according to the viral video to achieve the attraction of users and drive brand sales on Tmall.
Result:
Campaign total impression completion of 307%, joint box sold out in a second
Viral video viewership 4.88Million, refreshed TIDE’s young image for young generations
Weibo Index max. 144.57% DTD, WeChat Index max. 471.13% DTD, Baidu Index avg. +170%
