In China, Bailey's is appealing to women through a digital campaign themed around sisterhood. The campaign, by BBH Shanghai, is centered on a Weibo microsite where Chinese women are invited to celebrate their best friends or "sisters" and the contribution they have made to their lives.
Bailey's is tapping into the fact that, as a result of China's one-child policy, modern Chinese women often have to rely on their best friend to play the role of a sister. The campaign launches with three YouTube films, (one of which can be seen here, featuring two friends who run a business together), which show friends who think of each other as sisters. Each film acknowledges the support a woman's best friend gives her and calls on viewers to upload their own stories and celebrate their special "sister".
BBH developed the work in partnership with NIM Digital who are also responsible for site maintenance and the on-going social media presence of Bailey's in China.