999 LOVE WITHOUT ITCH OF HEART LIPSTICK
999 Piyanping is known as the go to anti-itching cream for every Chinese household. But the cliché brand image is difficult to connect to a younger target despite its powerful effect on anti-itching. To open up the urban young female market, Piyanping launched a new product – “the green tube” that has a soothing effect, moisturizes the facial skin.
Like many other people in the world, young Chinese ladies are itching for love, so we suggested this green tube would scratch that itchy spot, letting them be the best version of themselves. We found three different love incidents, each relate to a lipstick color: “Kiss playboy for goodbye with Crane Top Red”; “Stop the itch of heart with Sunset Red”; and “Be bold to swipe right with Honest Orange”. After the campaign launched, we were able to reach our targets in an emotion level. We successfully built the connection, that Piyanping can cure itchiness both physically and emotionally.
The launch of the 3 lipsticks has drawn a massive discussion by the netizens. Our three viral videos broke the conventional “love stories” and became an instant hit across the internet. It also caught the attention from the Chinese government related media including SASAC – Stated-owned Assets Supervision Administration Commission, People’s Daily, etc… We reached 10.4 + billion impressions; 116.2 million total engagements; and most importantly, we were able to turn Piyanping to a young brand again with huge increase in sales.