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[Translation from English to Japanese ] Dove’s Weibo Campaign Case Study: 47,000 Retweets, 34,000 Comments, Up 226% i...
Original Texts
Dove’s Weibo Campaign Case Study: 47,000 Retweets, 34,000 Comments, Up 226% in Sales
For last year’s Chinese Valentine’s Day (or Qixi Festival) on August 6, Dove wanted to do something special to promote its chocolate gift set. It was a 2011 project but the agency which Dove appointed for the task is SapientNitro, who only recently uploaded the video case study on YouTube and shared it with us. It’s worth looking at for anyone trying to market a product in China. What impresses me most, assuming this is true, is that the campaign is entirely free of paid media, proving that it is indeed possible to market a product on the cheap, substituting dollars with effort and creativity. The tools? Web videos, a weibo account, and Ma Jin, an industrial artist who was the central figure of the campaign.
To impress his then girlfriend (now his wife), Ma Jin wanted to build a carriage decorated using Dove’s heart-shaped tin boxes. He needed a lot of those to complete the carriage but for obvious reasons he didn’t want to buy them himself. So he used Weibo to seek help, asking others to donate their Dove heart-shaped tin boxes so that he could complete his carriage. Folks on Weibo were very helpful, so much so that he became a search trend named “carriage boy.” Naturally, the sales of Dove’s gift set also went up. The results were pretty impressive, generating a whopping 47,683 retweets, 34,328 comments, and a 226 percent rise in Dove’s chocolate gift set sales during the Chinese Valentine’s day period last year. It was even reported in the papers. So that’s Ma Jin and Dove’s example on how you can use social media to market your products in China.
For last year’s Chinese Valentine’s Day (or Qixi Festival) on August 6, Dove wanted to do something special to promote its chocolate gift set. It was a 2011 project but the agency which Dove appointed for the task is SapientNitro, who only recently uploaded the video case study on YouTube and shared it with us. It’s worth looking at for anyone trying to market a product in China. What impresses me most, assuming this is true, is that the campaign is entirely free of paid media, proving that it is indeed possible to market a product on the cheap, substituting dollars with effort and creativity. The tools? Web videos, a weibo account, and Ma Jin, an industrial artist who was the central figure of the campaign.
To impress his then girlfriend (now his wife), Ma Jin wanted to build a carriage decorated using Dove’s heart-shaped tin boxes. He needed a lot of those to complete the carriage but for obvious reasons he didn’t want to buy them himself. So he used Weibo to seek help, asking others to donate their Dove heart-shaped tin boxes so that he could complete his carriage. Folks on Weibo were very helpful, so much so that he became a search trend named “carriage boy.” Naturally, the sales of Dove’s gift set also went up. The results were pretty impressive, generating a whopping 47,683 retweets, 34,328 comments, and a 226 percent rise in Dove’s chocolate gift set sales during the Chinese Valentine’s day period last year. It was even reported in the papers. So that’s Ma Jin and Dove’s example on how you can use social media to market your products in China.
Dove（徳芙）のWeibo（微博）キャンペーンケーススタディ：47,000リツイート、34,000コメント、売上226％アップ
昨年のチャイニーズバレンタインデー（またの名を七夕节［七夕まつり］）の8月6日、Dove（徳芙）はチョコレートギフトセットの販売促進のために何か特別なことをしたいと考えた。それは2011年プロジェクトだったのだが、Dove（徳芙）がこの仕事のために指定した代理人のSapientNitroは最近動画ケーススタディをYouTubeにアップロードして我々にシェアしてくれた。
昨年のチャイニーズバレンタインデー（またの名を七夕节［七夕まつり］）の8月6日、Dove（徳芙）はチョコレートギフトセットの販売促進のために何か特別なことをしたいと考えた。それは2011年プロジェクトだったのだが、Dove（徳芙）がこの仕事のために指定した代理人のSapientNitroは最近動画ケーススタディをYouTubeにアップロードして我々にシェアしてくれた。
中国で商品を販売しようとしている人なら誰でも、これは一見の価値がある。私が一番印象に残ったのは、本当にお金をかけなかったのだとしたら、このキャンペーンが完全に有料メディアと無関係で、安上がりで、お金の代わりに努力と創造力をもって商品を販売するのが本当に可能だということを証明したということだ。ツールは？Weibo（微博）の動画、Weibo（微博）のアカウント、そしてこのキャンペーンの中心にいた工業アーティストのMa Jin氏だ。
当時の彼のガールフレンド（現在の妻）を感激させようと、Ma Jin氏はDove（徳芙）のハート型の缶を使って飾った馬車を作りたいと考えた。馬車を完成させるのにたくさんの缶が必要だったが、彼には明確な理由があってそれを自分で買わないことに決めていた。だから彼はWeibo（微博）を使って、彼の馬車を完成させるためにDove（徳芙）のハート型缶を提供してほしいと人々に協力を求めた。Weibo（微博）の人たちはこれにとても協力的で、彼は「馬車ボーイ」という名前でサーチトレンドにまでなった。当然、Dove（徳芙）のギフトセットの売れ行きも伸びた。
結果はとても印象的だ。リツイートは47,683件にものぼり、34,3287件のコメントが付き、昨年のチャーニーズバレンタインデーの期間のDove（徳芙）のチョコレートギフトセットの売り上げは226％も伸びた。これは紙面でもレポートされた。これはMa Jin氏とDove（徳芙）がソーシャルメディアを使って中国で商品を売り込む方法を示した良い例だろう。
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