Brief:
Drive awareness of Sofy's Night Use Pad during one of China’s biggest e-commerce event – Woman's Day.

Concept:
Sofy’s Night Use Pad ensures comfortable, stress-free sleep throughout a period. To prove this and more, we created the Sofy Dream Bureau, a special "department" led by mascot Susu, dedicated to helping girls have a good night’s sleep.

Build within WeChat, the Dream Bureau is a web-based sleep visualiser that analyse and transpose sleep data into unique patterns and melodies. A fun yet informative way for users to monitor and improve their sleep habits naturally. Beyond just a campaign, the Bureau serve as a long-term engagement tool in which the brand can reach out to their audience.

Launching on Woman's Day, Sofy ambassador Xiao Tong, invited fans to trial Dream Bureau with interesting talking points about good sleeping habits on Weibo. And as a special gift with purchase on Tmall, users could turn their sleep patterns into projection night lamps, all delivered in a uniquely designed Woman's Day gift pack.

All 2,000 packs were sold out within minutes, and Dream Bureau received hundreds of thousands of likes, proving Sofy Night Use Pad is a sound sleep companion.

Client:
Sofy (Unicharm China)

Role:
Creative Direction
Art Direction
Copywriting