First priority: meeting King Kang

Kangwang is a leading brand of medicinal anti-dandruff shampoo, but many consumers with dandruff problems are still accustomed to choosing daily chemical shampoos.

Case details

Brand: Kang Wang

Brand owner: Bayer

Main agency: EssenceMediacom

Major agency holding group: WPP

Launched in: Mainland China

Industry: Pharmaceuticals

Media channels:

Budget: 3-4 million

Case Summary

Kangwang is a leading brand of medicated anti-dandruff shampoo. It hopes to spread brand awareness among young people and attract young consumers with dandruff problems to switch from daily chemical shampoo to Kangwang. Taking advantage of the national trend, Kangwang chose to cooperate with the top national trend IP "Tang Palace Night Banquet" and created a marketing campaign "Top priority, meet Kangwang". It...

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