As National Day approached, Want Want launched a series of collectible dairy cans with artwork paying tribute to all walks of life. This campaign was designed to send the message that if all walks of life do their best, China will prosper.
- The brand invited 51 Weibo and Douyin KOLs from the video and F&B industries to participate in this campaign.
- In addition to promoting the product, Want Want also launched topic challenges on Weibo and Douyin, calling on everyone to pick themselves or the profession they admire, giving the buying behavior a deeper meaning.
- The topic challenge on Douyin (#众志成城 国民旺旺#) included a cash prize. To enter, consumers shared original videos to express their love for their profession. The total number of videos on this topic reached 250 million.
- The campaign has tracked more than 160M impressions on Weibo via #众志成城 大家旺旺#.