CaC-1000 Plus, a calcium supplement by GSK could make the difference.
54 Million calcium deficient WOMEN IN Pakistan
Single-mindedly building awareness for the benefits of calcium, while driving implicit brand associations through smartly embedding the product nomenclature in the campaign expression.
THE PROBLEM
THE CHALLENGE
Regulations restricting Pharma TV advertising
CAMPAIGN WAVE 1
#1000WaysICan
A covertly branded public service communication approach on calcium awareness, building distinctive brand assets.
THE APPROACH
CASE VIDEO
THE RESULT
120% growth in value and 116% in volume, over 6 months
7X increase in YT subscriptions on CaC’s channel vs the targeted 2X
Achieved a view-through-rate of 50% vs the industry average of 15% and a 5.3% Ad recall lift on YT vs Industry average of 3-4%
Total 12.8 million views on video content; 1.1 million views per video on average against the target of 500,000
#RozCaDose
We switched gears to drive habit building towards daily calcium in-take, continuing with our signature branding approach and incorporating calcium's periodic abbreviation in the campaign expression.