Caltrate entered the Chinese market 26 years ago, but their traditional communication approach concentrated on TVC and drug store activations has resulted in an aging brand image among their major consumers born in the 80s and 90s. So we focused on communicating with the 30+ women audience. Age 30+ is a crucial transition time for women as 90% of them enter a new life stage by becoming a mother. They have to face more challenges and adopt multiple roles at home and in the workplace. To encourage 30+ women to improve themselves from within and completely transform their lives, Caltrate and Isobar created a new female topic - GUQI Women.
Through an effective digital integrated marketing and engagement with young consumers, we created a fresh Caltrate brand image that appealed to a younger target market of 30+ women and reinforced its position as a category leader in the healthcare industry. Caltrate achieved breakthroughs in this campaign with over2.1 billion impressions, and the products were almost sold out after launch.
Consumer Focused
Leveraged fans economy of Yang Mi to deliver brand proposition and build GUQI women’s new image, to drive sales and brand awareness to a higher level.
Social Focused
Created the first brand variety show where Kevin Tsai and Shouer Fu talked about GUQI women by discussing 30+ mom’s pain points to inspire their needs of calcium intake, and to generate UGCs. According to TA media habits, the campaign targeted social platforms, utilized multi-class influencers and celebrity fans to increase social discussions.
eCommerce Focused
Cooperated with Top 2 eCommerce giants at one time with customized celebrity live streaming contents and pitch Caltrate's first JD Super Brand Day to gain maximum resources, whichbroke the sales record of Caltrate in one day.JD store’s peak sales was more than 618 Festival in 2018, fans increased by 60% reached 4M+ consumers and 500,000+ engagement.
Through innovative marketing approach in the healthcare industry, Caltrate not only created a fresh brand image that appealed to a younger target market, promoted the brand awareness and sales performance, but also gained industrial recognition. Caltrate GUQI Women campaign has won 4 golden, 8 silver and 2 bronze in China’s renowned awards including ROI Festival, Shanghai International Advertising Festival, China Advertising Annual Digital Award and Marketing Award, in categories such as eCommerce, content marketing, creative integration, effectiveness, healthcare etc.
More importantly, Caltrate has built emotional connection with the targeted consumers of 30+ women, encouraged them both mentally and physically to embrace the transformations in their lives.
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