De goose is redefining viral in social media with its campaign Love In Every Case (愛就成箱愛) for Wellcome (惠康). The seamless orchestration of a publicity stunt and organic social sharing transformed the campaign into a true 360 experience, a strong expression of the team’s belief: “Advertising is What-to-DÖ.” 

What did we dö?

To promote Wellcome’s latest online shopping offer, we staged a wedding photoshoot in public featuring a couple wearing toilet paper box heads. This unexpected stunt went viral organically and was amplified through micro-drama inspired content and integrated POSM across Wellcome supermarkets, driving online orders with a cohesive 360 campaign.  

Strategies

1. Leverage audiences’ love for weddings, gossip, and micro-drama culture

2. Create a high-visibility publicity stunt designed to generate organic buzz

3. Extend the campaign narrative through social-first content to sustain online conversation

Scope of Work

• Publicity Stunt
• Social Content
• Video
• KV 
• POSM
• Influencer Collaboration