Traphaco – The No.1 pharmaceutical brand in Vietnam has chosen Michia as its partner to convey SeaCan’s message: Calcium from natural sources helps spread the meaning of maintaining the supple and keeping healthy.
BACKGROUND
Osteoporosis is increasingly popular at all ages in Vietnam, affecting the health, living and physical condition of Vietnamese people. There are many different types of calcium supplements available on the market, but most are of inorganic origin, difficult to absorb. Capturing this fact, Traphaco – Vietnam’s No. 1 reputable pharmaceutical company, has launched SeaCan functional food to provide consumers with safe and easily absorbable calcium supplements at reasonable prices. Compared to Traphaco’s products such as Boganic, Tottri … The SeaCan brand has no communication and marketing activities for consumers.
CHANNELS
Believing in the prestige and capacity of Michia Communication, Traphaco selected Michia as a consulting partner for SeaCan.
1. Strategic consulting
Not only did the research on product USP carefully, Michia team has been researching and studying about market, competitors, reviewing case studies in the industry, analyzing strengths, weaknesses, opportunities and challenges. Thereby, Michia giving a big idea to the entire campaign: “Seacan and Bone are close friends”. The goal of the campaign is to help customers identify the seacan brand
2. Combining online and offline
The campaign is deployed overall on channels, both online and offline. Articles about osteoporosis, risks of improper calcium supplementation and Benefits of organic calcium from red algae… appear on major newspapers. At the same time, on the fanpage and website, there are contents about products, utilities, advice on how to choose and use calcium… The campaign also selected Chieu Xuan- who was dubbed the beautiful, non-aged beauty as a representative face. The artist and the representative of the brand participated in the Health Consultation Day, to inspire and deliver positive messages from the brand.
The unique point of the campaign lies in a naturally viral contest on fanpage entitled Challenge with Yoga with Seacan. Players send their photos, yoga clips and challenge 3 friends. Challenges help convey positive messages, always care about the health of the joint bone by exercising and supplementing calcium properly.
ACHIEVEMENT
After three months of deployment, the campaign has changed the consumer identity of the Seacan brand. Seacan has a very positive impression on the brand’s message. Yoga challenge has attracted hundreds of participants with thousands of interactions, helping to naturally spread images and messages. Health consulting events with the participation of the artist Chieu Xuan have a broad social meaning, expressing the responsibility of SeaCan to the community, thereby receiving sympathy and trust from consumers a nationwide.
