Challenge
Introduce Oral-B P6000&P7000 in China as the 1st electricity-brush with Bluetooth, providing the only low penetration (2%) electric-brush in the China market and comparatively high price (USD200+, vs average entry price of USD66 of D16).
Solution
Appear BIG & POPULAR: To support the new Oral Power Brush with Bluetooth Smart Connectivity (I-Brush), we set up the iBrush pop-up store outside the Beijing Apple Store from March 24-31, Y15 with a media event on March 27 targeting media editors from mass publications, IT and lifestyle media.
China Internet Bigwigs As Seeding Ambassador and got endorsement from the IT geeks (awkward wording, not clear).
Reapply the event and seeding content on social media platforms, while building awareness and driving traffic towards ecommerce platforms.
Results