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JWT's app for Sofy pulls sanitary pads out of the handbag & into the digital age

16 October, 2014

Pocket Magic

SHANGHAI — Leveraging the insight that periods, while a pain, also bring women together, JWT Shanghai has created an augmented reality app that combines Chinese consumers’ love of technology, cute characters and selfies into a new brand platform for Unicharm’s Sofy “Pocket Magic” sanitary pads.

The campaign aims to help Sofy connect with 18-24 year old Chinese women and position "Pocket Magic", a new slim, pocket-sized sanitary pad that comes in fun, colorful packaging, as a fashionable and innovative brand.

Chinese consumers who purchase "Pocket Magic" can use the app to scan the product, and unlock a set of interactive animations of Sofy’s cute and mischievous mascots, Su and Fei. The characters pop up in surprising ways to enhance your selfies, which can be shared with friends on Weibo or WeChat. Women can also use the calendar tool to set up reminders on their menstruation cycle, so they’re never caught without a pad again.

Sofy’s augmented reality app has turned sanitary pads, something most women hide in the handbags, into a source of entertainment and conversation.

“Nobody in the segment was using mobile to engage with consumers, and we saw a unique opportunity to reach out and establish a more intimate connection,” says Eugene Chew, Chief Digital Officer at JWT Shanghai. “Pads are something all women buy, but not something they usually take out and play with. This is probably a first for the category.”

Over 2 million women visited the Pocket Magic website, and 280,000 downloaded the app, in the first month after the campaign launch in August. The women who have downloaded the app have used it, on average, more than 10 times, marking a brand new type of engagement with a sanitary pad.

They’re not just playing with the app – they’re also talking about the brand. The number of online brand mentions jumped 21% to 5.74 million after the app was launched.

“We wanted a campaign that went beyond functional benefits, and added an emotional layer to deepen connection between consumers and the brand. When JWT Shanghai came up with the idea for the app, we knew it would make a real mark with young women,” said Takahiro Imagawa, Director of Feminine Care Business Division at Unicharm.

The Sofy Pocket Magic App is available at Sofy’s site here and iTunes. There’s also a demo video here.

About JWT
JWT, the world’s best-known marketing communications brand, has been inventing pioneering ideas for the past 150 years. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge — from producing the first-ever TV commercial in 1939 to developing award-winning branded content today

JWT opened its first office in Asia in 1929, and today employs over 3,800 people in 53 offices across 18 countries in the region.

For more information, please visit and follow us @JWT_Worldwide. JWT’s parent company is WPP (NASDAQ: WPPGY).

Cris Prystay
Asia Pacific Director of Corporate Communications
+65 6880-5134

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