Sofy Magic Pocket: Out of my Pocket

Erin Shao, Sherry Shen, Rex Huang

Feminine product maker Sofy partnered with virtual idol XingTong in a digital campaign to overcome 'period shame' that grew brand affinity and e-commerce sales in China for its revamped Pocket Magic product.

Campaign details

Brand: Sofy Brand owner: Unicharm Entrant company: MindshareIdea creation: Mindshare Shanghai Market: Greater China Sector: Feminine hygiene Media channels: Packaging & design, Word of mouth, Influencers, KOLs, Social media, Gaming & In-game advertising Budget: 500k - 1 million

Executive summary

In 2021, leading feminine product maker Sofy decided to refresh the branding of its youth product line, Pocket Magic, in China. To drive sales and amplify awareness, Sofy needed to closely align the revamped Pocket Magic with its target audience: young women....

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