Spikes Asia

The First Hello

PHD, Shanghai / BAYER / 2017

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Overview

Entries

Credits

Overview

Background

Elevit was fighting an uphill battle within China’s PMVS (Prenatal Multi Vitamin Supplement) category. It was dominated by a government-owned brand, Scrianen, that not only had the support of doctors and hospitals but also the hearts of consumers.

Our objective was to help Elevit become the #1 preferred PMVS brand.

Execution

We created a device to enable Chinese fathers to say their first hello to their unborn children which allowed them to physically feel the baby’s heartbeat alongside a recording of their baby’s ultrasound.

Those experiences were then filmed, produced as branded content and distributed to a tightly targeted audience of expectant parents – identified through programmatic video media.

Using the parents’ unique online behavioural data on search, we created specific profiles to tag our very specific target audience.

Through this precise targeting, we served ads to expectant couples that directed them to Elevit’s campaign site to get more tips on co-parenting, and gave them the opportunity to watch more branded content.

We then re-targeted those who interacted with our campaign to purchase through e-commerce and receive a limited-edition gift pack that included the exclusive Elevit heartbeat tracker for a chance to record and remember that special moment.

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