Client: JD.COM
Agency: 180China
#ME AND MY DAD
For JD.com's buildup to the monumental 11.11 sales event, we launched the "#ME AND MY DAD" campaign, using the universal bond with fathers as a key to unlock heartfelt conversations and deeper consumer engagement. This multifaceted campaign unfolded across various social media platforms, encouraging people to share and talk about their dads. We enlisted a renowned Chinese movie director to create a touching micro-film and a well-known Chinese singer to divulge personal stories about his father. Additionally, social media influencers engaged in a unique role-reversal, swapping identities with their dads, enriching the narrative fabric of our campaign. Within just seven days, the topic #Me and my dad# soared to the top of the Weibo charts, demonstrating the powerful resonance of family bonds in connecting with audiences and amplifying JD.com's presence ahead of the biggest shopping day of the year.
Agency: 180China
#ME AND MY DAD
For JD.com's buildup to the monumental 11.11 sales event, we launched the "#ME AND MY DAD" campaign, using the universal bond with fathers as a key to unlock heartfelt conversations and deeper consumer engagement. This multifaceted campaign unfolded across various social media platforms, encouraging people to share and talk about their dads. We enlisted a renowned Chinese movie director to create a touching micro-film and a well-known Chinese singer to divulge personal stories about his father. Additionally, social media influencers engaged in a unique role-reversal, swapping identities with their dads, enriching the narrative fabric of our campaign. Within just seven days, the topic #Me and my dad# soared to the top of the Weibo charts, demonstrating the powerful resonance of family bonds in connecting with audiences and amplifying JD.com's presence ahead of the biggest shopping day of the year.
Micro-film
Social media content of swapping identity with their own dad
Interview video of different people sharing
their view about their own dad, including a popular Chinese singer.
