China Rejoice: Playing Cupid
Prasanna Kumar
Campaign details
Brand owner: Procter & GambleLead agency: MediacomContributing agency: Leo BrunettBrand: RejoiceCountry: ChinaIndustry Hair careChannels used: Online video , Social mediaMedia budget: 1 - 3 million
Executive summary
This case study describes how Rejoice shampoo was marketed in China by helping women find their soulmates without seeming too forward.
Believing in the Chinese cultural belief that there is one perfect man for every woman, every woman is seeking her soulmate – the person who Chinese believe not only...