The Mid-Autumn Festival, also known as the Moon Festival, is the second biggest gifting occasion in China. This year, Ferrero Rocher wanted to bring a fresh gifting experience to a younger audience, in an occasion dominated by moon cakes. We partnered with TMall Super Brand Day to launch the “193 Moons of Ferrero Rocher”, a fully integrated campaign inspired and named after the other moons in our solar system. To lead consumers to e-commerce, we designed a new product bundle pack, launched a brand event, and invited Leah Dou to be the new face of the brand. More than a spokesperson, she created a new song expressing the thoughtfulness of gifting, launched it on vinyl and sold with our product, in addition, her music video became a powerful campaign asset, that was spread across multi-platforms. In the end, the results were beyond our expectation and Ferrero Rocher found its place in a traditional mooncake consumption occasion.