Page 70 - The EDIT | Q1 2017

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Ideas
Behind the scenes of ‘Love’s rst heart beat’
Can you describe the process behind coming up with the idea?
All: The initial brief for this campaign was to try and explore an efficient approach to build
an emotional bond with Chinese consumers and to build the Elevit brand image beyond being a PVMS (=Prenatal Multi Vitamin Supplement) expert in the market. Elevit’s ‘Love’s first heart beat’ content piece was a 3 minute video which was extremely emotional. We needed to find ways of showing this to the right audience.
Why do you think the idea will win?
Leo: This idea is touching our consumers’ heart around a critical social topic in China. Fathers have been prevented from going into the ultrasound room with their pregnant wives and the haven’t experienced the real father feeling before their baby was born. It creates a disconnection between the pregnancy and the father. So when Elevit created this ‘Love’s first heart beat’ campaign, we
just had to help them distribute it accordingly.
Mark: This was a perfect example of creative and media strategies
working well together. Not only was the creative idea highly relevant to the local market, but audience data sources and the precise media approach delivered a great result.
What was the driving insight behind the idea?
All: One of the insights that contributed to this idea was the exclusion of fathers from the ultra sound room which is more than just not being allowed in. It kept fathers from bonding with their unborn baby at a very early stage and left dads feeling isolated. From a planning perspective, we knew that the target audience was niche and not everyone is interested in this product - so there was high potential for a lot of ‘campaign waste’. By choosing a video format that only billed if someone did not skip the vide as well as using rich data sources
to define (pre-)pregnant women, we were successful in creating a highly efficient media plan.
Looking back, what was the key moment in developing the idea — why was it so crucial?
All: There were two key moments in developing the plan: The first one was a huge break-through
when (after many rounds of negotiation!), our partner sites agreed to provide Trueview, non-skippable ads, for Elevit! The second was finding a more accurate way to define the audience via Baidu search data.
What do you do to stimulate your own personal creativity?
Kiki: I am trying to better understand today’s society hotspots and be in the know of what’s happening out there... also, I try to listen more in order to learn more.
Mark: That’s easy! Read old books. If they’re still around they must have something in them worth reading.
Kevin: Try doing something new.
I often look at social networking sites to see what’s new. But to be honest, in some cases it is just following your gut... There are
so many things you can do to be more creative, but don’t doubt what your heart is saying. Follow your gut and who knows what will happen?!
Aza: Relax and enjoy everything that happens around you — inspiration will come to you!
Christine: I read and try to
THE EDIT ISSUE 05 | Q1 2017