Company: Head & Shoulders

Agencies: Saatchi & Saatchi HK, Mediacom Guangzhou, Social Touch Beijing, Devries Guangzhou & Beijing

Market(s): Greater China

Timing: 2014

Head & Shoulders’ Glee Shili Stage inspired China’s youth to confidently believe in their own shili (capability) and pursue their dreams.

BACKGROUND

Nowadays, following your dreams and realizing your passions is not easy for Chinese Youth. Only through believing in their own shili (capability) can they realize their full potential. The challenge: find a way for Head & Shoulders Glee (hereafter H&S) to bring out their best (shili) and give youth the confidence they need to chase their dreams. H&S wanted to engage and connect with a youthful audience, as well as drive awareness and engagement through digital platforms.

THE IDEA

The idea “Show your Shili on the H&S Glee Shili Stage” was a brand-owned, IMC platform that provided fans with an opportunity to showcase their talent. This platform was accessible both offline and online, and was supported by holistic communication touchpoints (including but not limited to mobile apps, video sites, keyword search, PR, OOH and shopping mall events).

THE PROCESS

H&S set objectives, worked with the team, and liaised with the TV station. As lead agency, Saatchi & Saatchi HK identified prospects and developed the campaign while collaborating with the rest of the team. Mediacom Guangzhou recommended the media platform and buys. Social Touch Beijing managed social content and Devries Guangzhou and Beijing handled media events and press releases.

The team prioritized digital. After the plan’s approval, creative team meetings developed optimization plans. Additionally, close collaboration with the TV station eventually allowed H&S to co-own the program instead of acting as a title sponsor.

THE RESULTS

The campaign exceeded all initial goals. Most significantly, unique visitors to the Shili Stage campaign site reached 29.6 million, eclipsing the initial KPI by 135%. Total votes and shares also exceeded the initial KPI by a significant amount (100%), and total uploads exceeded expectations by 76%.