THE ONE WHO HURT YOU THE MOST IS THE ONE YOU LOVE MOST

TitleTHE ONE WHO HURT YOU THE MOST IS THE ONE YOU LOVE MOST
ClientBY-HEALTH JIAN SHI JIA
Product / ServiceHUCKLEBERRY LUTEIN ESTER AND BETA-CAROTENE SOFT CAPSULE
CategoryA03. Healthcare
EntrantGUANGZHOU JIAYI ADVETISING CO.,LTD., CHINA
Idea Creation GUANGZHOU JIAYI ADVETISING CO.,LTD., CHINA
Media Placement GUANGZHOU JIAYI ADVETISING CO.,LTD., CHINA
Production GUANGZHOU JIAYI ADVETISING CO.,LTD., CHINA

The Campaign

Putting forward the idea of "The one who hurt you the most is the one you love most”, By-health Jian Shi Jia has launched a suspense video. By means of telling a suspense and inversion love story, the video is showing a daily life of lover, which has enhanced consumers’ awareness of resisting the blu-ray injury

The Brief

Overall budget: 307 million RMB

Creative Execution

1. The wounded lover’s love story video was launched to arouse the curiosity of consumers. 2. Super KOL has aroused the awareness of eye care first, then different field of KOL in wechat and News App publish articles to expand the coverage. 3. The brand own word of mouth platform interact with consumer, which has improved By-health Jian Shi Jia authority figure and increase sales.

Describe the success of the promotion with both client and consumer including some quantifiable results

Video view achieved 26.28 million, with a completion rate above 230% KOL articles exposure was over 66.6 million times, reaching the completion rate above 270% Brings 0.15 million pv into by-health word of mouth platform. (Data source: The third-party testing and customer internal data)

Explain why the method of promotion was most relevant to the product or service

We match the point which consumers focus. through highly insightful content, the brand concept of " The one who hurt you the most is the one you love most ." is conveyed through anthropomorphism. From the eye care knowledge and the emotional communication of KOL articles to trial activity in word of mouth platform, the brand image of "resisting blue-ray injury" gradually occupies the mind of consumers.

We had found out that white-collars are using computer and mobile phone all the time, especially they couldn’t stop playing their phone. By-health Jian Shi Jia is not only made good use of brand own word of mouth platform, but also using different field of KOL articles launched in wechat to communicate with consumers. By means of using low-cost media combination method, By-health Jian Shi Jia has driven the attention of consumer and let more and more consumers embracing the idea of resisting blu-ray injury.

Credits

Name Company Position
Eric Man Guangzhou Jiayi Advertising Co., Ltd. Partner & GCD
Nell Lee Guangzhou Jiayi Advertising Co., Ltd. Partner & MD
Daisy Gao Guangzhou Jiayi Advertising Co., Ltd. Partner of Brand Experience Business Group
Vicky Wu Guangzhou Jiayi Advertising Co., Ltd. Business Director
Darren Liang Guangzhou Jiayi Advertising Co., Ltd. Creative Director
Janice Guan Guangzhou Jiayi Advertising Co., Ltd. Account Executive
Jumping Zhu Guangzhou Jiayi Advertising Co., Ltd. Copywriter
Edison Chen Guangzhou Jiayi Advertising Co., Ltd. Copywriter
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