2011-2012: I led the creative pitch which was Unilever China's first attempt at a viral/online video campaign. This was very different from the 15-second TVS that they normally do. We strongly recommended that online videos require a pull-type of creativity that addresses the pain point of its target audience. As Unilever wanted to re-launch its Zig Zag popsicle 七彩旋 to school kids, we wanted to reach out to them via online video instead of the normal TVC approach on paid TV channels. One core insight was that children go online for more interesting and relevant content to their behavior, culture and needs compared to what they normally see on TV.
Our idea was to let Zig Zag empower the lives with a twist. Nearly every Chinese students study the 4 classics in school which is quite long winded and boring. So imagine using Zig Zag to change their well known endings and storyline in funny and mischievous ways, much like what they day dream about. The result was Unilever China's first viral video hit:
Unilever China’s Zig Zag Popsicle viral video campaign:
Case study video: https://youtu.be/zdB-Yrw3cQQ                

Case study (China viewing): http://v.youku.com/v_show/id_XNDgwODEyNjEy.html   

First version with 14 million views after just 2 weeks (Total: almost 25 million views):

http://www.tudou.com/programs/view/ng3h4V5AjqI/?fr=rec1&FR=LIAN
Second version with more than 4.9 million plus views after just 2 weeks (Total: 7.5 million views): http://v.youku.com/v_show/id_XMzk4MDY5NDEy.html