Bosch: Don't hang your privacy out

Dryer brand, Bosch, collaborated with influencers to incite social media debate between old and young and increase engagement and sales in China.

Campaign details

Brand: Bosch Brand owner: Bosch Entrant company: BBDO Shanghai Market: China (Mainland) Sector: Home appliances Media channels: Social media, Websites & microsites, Word of mouth, influencers Budget: 500k - 1 million

Executive summary

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.