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Facing post-COVID challenges and scepticism about milk-based immunity boosters, Provital aimed to engage adults over 40 by highlighting nutritious milk's health benefits. Our strategy, focused on trust-building and informative engagement, was executed through a mix of digital marketing, TV ads, and collaborations, effectively integrating Provital into daily life and enhancing brand trust.
Post-COVID, Provital faced challenges like declining self-immunisation trends, tough competition, and scepticism about milk-based immunity boosters. The focus was on building a deep, trusting relationship with the target audience (adults over 40) and changing their perceptions about the benefits of nutritious milk.
To effectively engage the target audience, it was crucial to establish a connection with them by resonating with their lifestyles and preferences. The focus was on trust-building and informative engagement, emphasising the health benefits of starting the day with a nutritious breakfast. This approach strengthens Provital's brand positioning and lays the foundation for lasting relationships with customers who value both health-conscious choices and a brand that understands their needs.
In partnership with Malaysian Society of Allergy & Immunology (MSAI), we used an integrated strategy that employed digital marketing, TV ads, advertorials, and KOL collaborations. The main goals were to engage audiences by seamlessly integrating Provital into their daily lives, while enhancing brand trust and credibility through interviews with a General Practitioner and collaboration with a reputable newspaper.
The success of our approach is evident in the outcome below, with growth in brand search interest, extended reach to thousands of individuals, link clicks, page views, live stream views, and most notably, the millions of views on YouTube. The statistics below showcase the impact of our targeted efforts:
Growth in brand search interest
Reach
Link clicks
Page views on The Sin Chew Daily
Views on Facebook livestream
Views on YouTube
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