After more than a decade of market education, clothes dryers still have only 0.2% penetration in Chinese households, as the tradition of drying clothes with sunshine is deep in the culture.
Faced with the challenge of talkability, Bosch took a different perspective to defeat dryer’s biggest enemy in China – sunshine. We collaborated with influencers and used a social experiment to point out to the Chinese young generation: the moment when you hang your clothes on the balcony, you are exposing your privacy at the same time. The clashes between young and old drying mindset soon turned to a huge social media debate, and the consumers were guided to the EC purchase page with their established urgency for buying a dryer.
The idea “don’t hang out your privacy” made consumers realize the necessity of dryers. The engagement on Bosch Official Weibo Account has increased by 4266% compared to non-campaign period. At the same time, the monthly sales value of Bosch dryers has also increased by 436% compared to the previous month.