Qingyang - the king of e-sports in the washing and nursing world

As the leading brand of shampoo in China, which accounts for nearly 80% of the men's washing and care market, Qingyang found that the men's washing and care market is still not mature enough. In the traditional sports field, which Qingyang has invested in for a long time, the age of fans is gradually increasing, and the audience traffic is weak. Qingyang must find an innovative way to win the purchasing mind of young men.

Case details

Brand: QingyangBrand owner: UnileverMain agency: Mindshare ChinaMain agency holding group: WPPMain agency 2: Shanghai Chiyang Culture Media Co., Ltd.Secondary agency: GroupM LeverMarket launch: Mainland ChinaIndustry: Personal CareMedia channels: KPL, video/micro-movie, live broadcast, game/in-game advertising, e-commerce platformBudget: 15-20 million

Case Summary

Qingyang has a market share of nearly 80%, but only 14% of male consumers in China will buy male-specific shampoo. In order to continue and support young male users, Ching Yang moved to the field of e-sports. However,...

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