Do you still remember the classic advertisement "Foot Bath" in 1999?
After 22 years, you Haoran, the child who shouted "Mom washes feet", joined hands with KASJ foot bath to bring the sequel of "Foot Bath" - "The child who washes feet for mom grows up".
The child who washed his mother's feet has grown up, and it has spanned 22 years to arouse netizens' memories
Unlike when she was a child, she clamoured to wash her mother's feet. In the film, you Haoran, who has grown up, appears restrained and restrained in her relationship with her mother, which is more in line with the situation of most young people in China with their parents.
At the end of the sentence, "Mom, don't get old, I'll stay with you." Although it is unusual, it is not the real desire of most people for their parents.
"Busy?"
"No."
Two simple lines highly summarize the Chinese family relationship of "reporting good news but not bad news".
On October 26, the video of "The child who washed his mother's feet grew up" went online, causing hot discussion among microblog users.
After watching the video, many netizens directly said, "Too real... I miss my mother after watching the video..."
Up to now, the number of microblog broadcasts of "Children Washing Their Mothers' Feet Grow up" has totaled 17.69 million;
Weibo topic # The children who wash their mothers' feet have grown up # The total number of reading is 140 million+, and the total number of discussions is 107000+.
For parents, it is the best filial piety that we can spend some time with her to bubble her feet and talk.
This is another shockwave marketing of creativity.
Description of the competition project of Suying Award - creativity beyond Z+, creative agent
[Background and Objectives]
1. KASJ foot bath is the champion of foot bath category on e-commerce platform, but users have low awareness of its brand, unable to perceive its brand image of "professional, scientific and high-end".
2. In the fierce "Double 11" marketing, how does KASJ seize the minds of consumers and stimulate sales at the same time?
[Creative Description]
During the Double 11 Festival, KASJ released the sequel of the classic advertisement "Mom Washing Feet" - "The Children Who Soak Feet for Mom Grow up", which reminded a generation of collective memories of "filial piety", gave a way to accompany parents with the times, and demonstrated KASJ's brand temperature and product value.
[Insight and Strategy]
1. In today's society, for many people, it is a normal that they have less and less time to wander and accompany their parents.
2. With the help of the national popularity of the classic advertisement of "Mom Washing Feet", we will combine "Mom Washing Feet" with the foot bath, arouse the user's heart to accompany and respect their parents, and drive users to purchase KASJ emotionally.
[Results and Impacts]
1. The cumulative video playback volume is 17.69 million+;
2. Weibo topic # The child who washed his mother's feet grew up # It broke the hundred million a day;
3. The KASJ WeChat index increased by 2353.32% on a daily basis, hitting a historical peak;
4. Tmall's Double 11, the top ten hot selling bucket, and KASJ's exclusive 4/10;
5. The brand awareness of KASJ has been greatly improved.
Post time: Dec-05-2022