Kobayashi Pharmaceutical, a Japanese pharmaceutical company, wished to start a campaign to promote the Hadagokochi, an anti-pollution mask, in the online shopping market in China, which annual sale reaches USD 700 billion. In China, the mask category was dominated by 3M. 3M and many other brands invested heavily in making online banner advertisements to attract consumers to e-commerce sites. The Hadagokochi mask was barely known in China, and the budget for the campaign was only 30,000 USD. However, the campaign turned out to be a great success. It successfully attracted a huge number of consumers to e-commerce sites and contributed to significant increase in sales of Hadagokochi mask, thanks to the unconventional approach that used data that perfectly matched with the characteristics of the Hdagokochi mask.
The said data is the real-time air pollution data in China. In China, monitoring air pollution level is a daily routine for everyone. We decided to directly promote Kobayashi masks to Chinese people at the time when they monitor air pollution level.
We created a mobile site titled “Air Pollution Discount" in Dec 2016. The idea is very simple: the higher air pollution level, the greater the discount on Kobayashi masks! Air Pollution Discount reacts towards real-time data every minute by detecting a consumer’s location (GPS) and displaying the air pollution level of the location. It then dispenses a discount coupon for Kobayashi masks, which can be used on Tmall.com, China’s largest e-commerce portal. We drove traffic to the mobile site with a unique banner that only appears when the air is polluted. The campaign was implemented in winter season, when air pollution was most serious and competition between mask brands was most fierce in China.
Air Pollution Discount became a hot online topic, with almost 3.7 million conversations about it. Sales of Kobayashi masks rose up to 310% after the campaign launch. Instead of sharing bad news about air pollution, everyone started sharing their Air Pollution Discount.
This approach uses real-time air pollution data that the Chinese consumers concern about and results in direct increase in online sales of Kobayashi masks. It is definitely an innovation in online shopping market.