“'Mian is' Touch of Cotton, Touch of True Me" Video Lifts Cotton to New Heights
Cotton’s consumer promotion campaign, “‘Mian is’ Touch of Cotton, Touch of True Me,” won the Bronze Award for “Best Use of Broadcast/Video” at the PR Week award ceremony in Hong Kong on June 18. The campaign tapped into why consumers should care about the fabric used to make their clothes and home goods, and made the case to choose cotton.
Working in partnership with CCI, Cotton Incorporated created a serial video as the core strategic element for generating widespread consumer awareness and engagement with their cotton campaign. By translating the cotton story into a three-part mini-film and extending their messaging into target-appropriate channels, they attracted attention in a culture where multiple communications channels bombard consumers with marketing messages, 24/7.
The videos feature attractive, well-known young celebrities in a sensitively told story—“True Me”—about appreciating the value of being true to themselves in the lifestyle choices they make. Translating the cotton lifestyle into warm, natural, stylish, inspirational images delivered a fresh, emotionally resonant perspective on the fabric.
Ruder Finn Asia, the agency responsible for creating the campaign, also skillfully leveraged the program’s messages and images into a broad, cost-effective social media effort. With more than 30.6 million views, successful digital engagement and top-quality media coverage, CCI and Cotton Incorporated achieved their campaign objectives. In addition, Ruder Finn Asia also won the PR Week Gold Award for “Greater China PR Consultancy of the Year.”
CCI and Cotton Incorporated have been working together to position cotton as the preferred fiber in China since the launch of their initial joint generic cotton campaign in 2006: “Cotton – Beyond Your Imagination.” The campaign evolved into the “Mian Is” campaign in 2012, an interactive approach which resonates more strongly with younger target audiences.
In addition to the video series, the latest iteration of the cotton promotion campaign includes interaction with consumers on Weibo, websites and mobile devices, as well as quizzes and contests. The campaign also shared web-based cotton tips, features and photographs.