Ma-Ying Long, 400-year-old Chinese Pharmaceutical Company connecting with young consumers

Through a creative and spirited ad campaign, a company that is more than 400 years old has made the usually embarrassing hemorrhoid cream trendy and amusing. Ma Ying-Long Pharmaceutical, established in 1582, has been the leader in their product field for centuries. Their current campaign is an attempt to bridge the gap between the brand’s long-established history and young Chinese consumers.

Ma Ying-Long partnered with Tudou.com to put out a call for original creative videos that were “anti-hemorrhoid” or “cure hemorrhoids” related. Once the campaign officially began Tudou.com invited contributors to participate in activities such as weekly uploads of videos.

In the end, 117 entries were received and 7 were chosen. Overall, the videos were shown 19,397,876 times with ultra high page views registering at Page View: 786,363 and Unique Visitors: 348,651. The impact of the Ma Ying-Long campaign has secured them a bid for the Best Viral Video Campaign at the Tudou.com 2010 Annual Video Marketing Award.

The video posted shows an endearing cartoon panda with an agonizing case of hemorrhoids. It is impossible not to giggle while watching him struggle with his condition. The upbeat music only helps to exacerbate his pain that at one point is demonstrated by pushing a spiky object into a soft sunflower, or “chamomile” as a common Chinese nickname of the private part where hemorrhoids occur. Ultimately, he is granted relief with the aid of Ma Ying-Long cream and is back to being a carefree panda.  Ma Ying-Long is definitely employing drastically different methods to market their product to the Internet generation from what they used back in the 1500′s!

Embed code below:

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Campaign:
“My Funny Minute Maid Laughter Wins Gold” Reality Show Contest

Background:
In collaboration with Minute Maid, a Coca Cola Company, Tudou created a reality show contest called “My Funny Minute Maid Laughter Wins Gold”

Characteristics:

Utilized the best of Tudou’s video-bloggers in making creative funny videos embedded for the soft drink product.

Featured product characteristics while providing fresh original entertainment experience, thus avoiding hard sell advertisement.

Promotion Objectives:
1. Feature “Orange Health Humor”, a Minute Maid brand experience. The campaign mobilized the best of Tudou’s internet talent through its extensive diverse network of users to capture the funny small moments around the lives of ordinary people. This encouraged a targeted following of users to enter the website and learn more about the “My Funny Minute Maid Laughter Wins Gold” contest.

2. Through broadcasting the whole contest, including the live broadcast of the finals on June 6, a community grows around the event. the Minute Maid brand is able to reach a wider audience through interactive and social experience via sharing and forwarding of content among users.

Messaging Goal：
The campaign was meant to project the image that Coca Cola’s Minute Maid is the world’s biggest fruit juice brand and renowned expert in fruit beverages and health.

Minute Maid represents health, happiness and simplicity, enabling users to enjoy each and little funny details around them.

Strategy：
Participants were encouraged to capture the funniest detail around their everyday lives on video in order to enter the reality show contest. Through mobilizing supporters in the Greater-China region on the internet, contestants going into the 2nd round were decided by interactive vote. “The funniest Person” was then decided though interactive vote during a live broadcast, in which the winner was awarded with 1000g of gold.

Highlight: The Finals on June 6 was a high point of the campaign. The prize of 1000g of gold was awarded to the winner by the famous singer Eason Chan

Key Results:
Effective displays: 5,279,698,553 （5.2 billion times）

Advertisement hits: 11,922,479 （11 million hits）

Accumulated audience during reality show live broadcast: 6,530,160

Number of participants: 1,147.020

Interactive audience during live: 151,353

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Tudou and Nike Women Online Ad Campaign

BACKGROUND:
An extended campaign based on the Nike Women commercial featuring tennis superstars Maria Sharapova and Na Li sharing the definitions of dreams and the journey in pursuit of these dreams. Tudou lined up female students in three cities to share their stories in response to the “Fuel for Dream” slogan.

CONCEPT:
Echoing the Nike Women ad theme, “Dreams that make you overcome any barriers”, Tudou selected 50 real world college females and invited them to share their stories of reaching for the stars.

Their determination and spirit as shown in the videos moved many viewers while the high production quality of the videos by Tudou gave the impression that the clips were part of a Nike campaign created by a 4A advertising company.

Tudou once again received high recognition by the client for its planning, project management and video production capabilities.

EFFECTIVENESS AND RESPONSE
Within a month, the Tudou Nike Women page grossed 2 million+ page views from 1,037,522 unique visitors and accumulated 673,128 comments.

SUMMARY
Run Time: April 12, 2010 – May 12, 2010
Campaign Slogan: Tudou + Nike Woman: Fuel for Dreams
Advertiser: Nike
Industry: Sports
Brand: Nike Women
Campaign Website:
http://nikewomen.tudou.com/nikewomen/home.do

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