PROVITAL:
PROVITAL Immuna Plus sales soared by 244% as its nationwide immune health movement resonated with adults 40+.
CHALLENGE
During the COVID-19 pandemic, there was a surge in immunity-boosting product demand giving PROVITAL Immuna Plus an opportunity in the market. However, as the first innovator in the adult nutritious milk category, the brand faced challenges like low brand awareness against competitors and consumers not associating nutritious milk with immunity.
STRATEGY
We discovered that not many acknowledge the importance of strengthening their immunity. Hence, this gave PROVITAL a chance to trigger interest and brand affinity by educating consumers with the help of Key Opinion Leaders (KOLs) and Healthcare Professionals (HCPs). They also helped to educate others by sharing how one can live life confidently with the concept “Prevention is better than cure” to start taking the initiative to stay protected.
EXECUTION
We partnered with MSAI (Malaysian Society of Allergy & Immunology) to dial up awareness and drive consumption among adults of 40+ years. This was supported by an integrated campaign that involved influencers, social content, digital campaigns, on-ground media launch, Facebook livestreams, TVC and live sampling, which has successfully created an impact from Above the Line Marketing (ATL) to Below the Line Marketing (BTL).
RESULTS
+244%
in sales value
+28%
increase in brand awareness
+6%
market share, overtaking competitors market share
>20M
reach
+603 7710 0211
enquiry@kingdomdigital.com.my