China
- Head & Shoulders has become the first personal hair care
brand to showcase
advertising on WeChat in March 2015, joining other advertisers from industries like automotive,
e-commerce, and mobile on the popular Chinese social media platform.
The brand launched its ‘BU XIE’ (Dare to Ignore) WeChat campaign from its official account H&S ShiLiPai. The unique
campaign, created by Saatchi & Saatchi, replaces one-sided messaging with
an interactive component that enables people to participate and express
themselves.
“BU
XIE has dual meanings in Mandarin. It means ‘no dandruff’ as well as ‘dare to
ignore’, therefore both summarising the function of Head & Shoulders
products and articulating the brand spirit—“Dare to ignore comes from confidence, not
arrogance.” This manifesto aims to encourage youth to show their strength
confidently, and the “Dare to Ignore” campaign provides the platform for them
to express themselves in a special way.
In three pictures, cartoon characters show great confidence in their
eyes. Users can visit H5 pages by clicking on ‘See Details’ for access to
freehand illustrations with different ‘Dare to Ignore’
messages like ‘A ShiliPai is confident enough not to complain’, ‘A ShiliPai is
confident enough not to be restrained’, ‘A ShiliPai is confident enough not to
be labeled’, ‘A ShiliPai is confident enough to be flexible’, ‘A ShiliPai is
confident enough not to pass the buck’ and ‘A ShiliPai is confident enough to
ignore mockery and criticism.” Users are also able to create their own ‘Dare to
Ignore’ manifestos, share them on WeChat Moments, and engage with other
manifestos created.
Head
& Shoulders has won the hearts of consumers and has increased its number of brand advocates with its outstanding dandruff control effect. The ‘BU XIE’ WeChat campaign has enabled the brand to strengthen its
existing advantage and highlight its unique brand proposition with a youth
demographic.
Lucas
Li, Head & Shoulders Marketing Director, Greater China, said, ”We are very satisfied
with the creative ideas from Saatchi & Saatchi and also very appreciative of their effort to help Head & Shoulders innovate in interactive marketing.
We look
forward to working together in the future to create more influential campaigns.”
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