, China

Blackmores receives Digital Marketing Strategy of the Year – China award for successful Tiktok campaign

The campaign promoted living healthily amongst office workers.

Living healthy nowadays may actually be possible. With many alternate food options and activities that occupy and interest consumers, a health option is not always the go-to choice —but China-based Blackmores suggest otherwise.

Blackmores launched a campaign to answer this rising problem. Particularly, it aims to invite the worn down, tired, and exhausted office workers to have a more balanced life by encouraging them to begin living healthier. Of course, this is with the idea that it is not hard to switch to healthier options unlike what others may think.

For Blackmores, living a healthier life should start early. Based on its China consumer journey, it identified that office workers’ top touchpoints with highest engagement are Tiktok social media and Taobao e-commerce platform. With this information, it began its campaign to promote living healthier through the mentioned popular social media apps. 

In April 2021, Blackmores founded the campaign focused on the tagline “The busier you are, the more you need to start exercising.” Its campaign was launched on Tiktok, with links that redirect users to its Taobao store. Since then, Blackmores has been having significant results.

The main target of the company was to inspire the modern office worker to start taking action for their own well-being and to exercise despite having a busy schedule.

The Blackmores’ brand purpose aims to empower the best of health in everyone, naturally. But with the rise of COVID-19 and the prevalent work lifestyle culture, this created an imbalanced work-life for many. 

The company observed that there has been an increase in the rate of modern office workers becoming more stressed, tired, and unhealthy than ever before. 

Blackmores identified that it has an important role to play. It asked the questions “How do we improve everyone’s overall wellbeing?” and “How do we support the modern office workers to start paying attention to wellbeing, start exercising, and live healthy—naturally?”

For this initiative, Blackmores was awarded the Digital Marketing Strategy of the Year – China award in the recently concluded FMCG Asia Awards hosted by Retail Asia.

The awards programme celebrates the most outstanding companies in Asia Pacific's FMCG industry that have shown exemplary performance with their innovative products and initiatives.

The judging panel considered three major achievements of Blackmores in this award.

First is that it was able to reach more than 360 million unique views and exposure. Through this number, the company received more than 91,000 unique video submissions through its campaign.

The second highlight is that since the campaign launch, its MOVE supplements “Joint Formula Advanced” saw a significant 222% growth vs LY. The company noted that one of the MOVE supplements that performed exceptionally well was the Joint Formula Advanced.

The third and final achievement is the aim of Blackmores to further reach its goal of connecting one billion consumers by 2024. Its main goal is to invite consumers to live healthier with the power of nature. 

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