Results and Effectiveness

Phase 1: Targeted messaging approach was extremely effective in shifting the brand’s image attribute and the potential effect to sales: 1.Average +6% in consumer category knowledge attributes 2.Average +16% in positive attitude towards supplements. 3.Overall increase in potential consumption of Nutrilite supplements. Current users: +18% in usage, 9% of current non-users have changed their mind and would consider. 4.+7% in perception of Nutrilite credibility. Phase 2: 1.Nutrilite TOM awareness increased from 28% to 30%. 2.Brand preference increased from 70% to 81%. 3.Non-Nutrilite users who will try Nutrilite products increased by a massive 80%.

Creative Execution

30” customised Daily Health Moment were messages targeted at female office workers. to remind office workers to look after their own health in an intelligent, yet compelling way. We selected a dominant office building LCD network as core media channel, and extend screen media touch point to traffic LCD network, bus LCD and MTR LCD, using only 10% of a regular TV budget. Successful learning from the first phase of education informed phase 2 … “Colour Your Diet”. Nutrilite launched an online survey on popular health website www.999.com which turned out to be a HUGE hit! Riding on the publics’ interest, we leverage the online survey results as content pieces. Using the same Commuting Office Worker strategy, short informative messages were posted with online survey result to encourage the ‘go-getters’ to seek Nutrilite as your partner to success. Editorial was featured in health magazines and mainstream newspapers to continue to build Nutrilite credibility & expert image.

Insights, Strategy and the Idea

In China, Nutrilite suffers low usage penetration in the nutrition category due to lack of consumer understanding. Local brands are dominating the market through blunt SOV media tactics – but relevance and understanding is key to building sales. The core target was young educated women who were working full-time. They were most motivated by health and nutrition messages that would help them manage their busy lives … many of them are juggling home, work and personal life challenges. They need to be 100% healthy 100% of the time. This group would also act as our brand “evangelists” to drive WOM to the broader audience – particularly the family group at home. Delivering nutrition information via a credible channel will boost trial and build Nutrilite’s leading brand image and expertise in the category – but it had to be done in an engaging way … messages tend to be easily avoided otherwise.