The brief

Mercis – the company behind world famous rabbit cartoon miffy – asked Energize to increase the brand awareness and build the brand image of miffy in China.

The Solution

Miffy travels to China and is about to make many new friends. We took a social approach and brought miffy to life, both online and offline. With profiles on major social networks and a cross-media campaign on QQ miffy got thousands of fans within weeks!

How does it work?

Everyday a social media representative plays as if she is miffy and makes new friends on the most popular social networks in China. In a QQ campaign those new miffy friends could invite miffy to their hometown by sending her a digital postcard, resulting in thousands of postcards from all over China. The creators of the top 3 postcards with the most votes awaited a big surprise: miffy wasn’t only alive on the internet, but also in real life! Miffy traveled through China to meet the winners and give them a hug to never forget, wearing a huge miffy costume! The winners in Guangzhou, Chengdu and Dalian got to show miffy around their hometown. All while live blogging this in real time, sharing photos and videos to thousands of people online while miffy traveled through China.