Page 81 - The EDIT | Q2 2017

Ideas
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Embarking on this, they created two candid and honest sex education videos, one for each gender. They then partnered up with Super Timetable, China’s number one timetable app for mobile, which has a reach of over 18 million students across 3,000 Chinese universities. Overnight, the sex education class was dropped into students’ daily curriculum as a must take class at 9pm every night. Once students began noticing the class, viewership soared.
The campaign was truly revolutionary. The videos garnered 12 million views in the first week alone, climbing to 30 million within the first month. The fan page on Weibo was read by over 20 million users, sparking over 100,000 online discussions
on the traditionally taboo topic. It was listed as the Weibo topic of the day on September 21st, and was labelled by mainstream media as an “unprecedented event with favour to generations in China”. At the same time, Yasmin’s awareness massively increased, with large increases in search on both mobile
and desktop.
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THE EDIT ISSUE 06 | Q2 2017