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Rejoice

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1. Describe the campaign
Rejoice become the popular brand of haircare in China over 20 years. A lots of customer recognize Rejoice haircare product as an expert in smoothness. And Rejoice was choose by 250,000 customer to be “the Most Popular Foreign Trademark" in China. Rejoice' parent company is Procter and Gamble which is a strong company.

Rejoice of P&G company announce a new video advertisement in social media - YouTube in 2 September 2014 and the named as
Rejoice China "Hugs". This online video attract more than 40 million audience within 4 weeks.

The story of this online video is that a man put a divorce paper on a dinning table which he already signed. His wife express that before she agree to sign the divorce paper and the man have to give a hug to her everyday and the man agree. Every time the man hug his wife and touch her smooth hair. He recall many special and meaningful moment. He feel sorry extremely ashamed to her wife. He would like to make a fresh start with his wife.

2. Target audience

Rejoice mainly provide smooth haircare product for the following target audience including young office lady, college girl and teenagers. This group of people have more concern about their hair. And the housewife also will be the target audience. It is because of the cheaper price, housewife will choose it for the whole family.
Actually, the market segment for Rejoice is from young people to adult, And the brand have premium brand and relative cheaper brand. So it can target upper class and middle class and so on.

As per the marketing objective of Rejoice. Rejoice to make devoted to maintain the customer and increase sales.

4. Key message

Rejoice think that everyone, especially woman want to own smooth hair. Rejoice help people to achieve their dream and let people have a smooth live every day.

5. Appeals

Most

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