Unverified absolute result figures are omitted from this public archive. The original record is preserved internally.
Intro：
Our primary objective is to renew the brand image and deliver core brand values clearly， “Make Health Simple”， meanwhile， to bring about the practical solutions also known as the campaign message，“Nutrition + Sports Makes Health Easier” to consumers. What’s more， we aim to drive EC traffic and boost sales.
Solution：
Integrating nutrition with sports， we cooperate with celebrity Xue Zhiqian and develop amusing contents to engage consumers on social platforms. We fully take the advantage of Xue’s individual characteristics and create interesting approaches to take in nutrition， which makes healthcare category less serious while full of fun， capturing hearts of young generation vividly and skillfully. We also collaborated with different KOLs online and the top video website “Bilibili” with bullet screen which has plenty of young audience each day to create tailor-made content appealing to the young generation， demonstrating a new model of “Funny Sports with Nutrition”.
Starting from the video sent through celebrity Xue Zhiqian’s official Weibo account， a new model of “Funny Sports with Nutrition” is widely spreaded and amplified in a fast pace through different media platforms in their digital forms.
About Video Creative
It is worth mentioning that the video creative is interpreted in a very unique way. To better combine our video content with personality traits of the celebrity， we develop and dramatize the content exaggeratedly from perspective of a freak. We design three postures for “Funny Sports with Nutrition” to show consumers how funny nutrition supplement can be such as “Stomach Stirring” instead of dissolution before drinking， “Facial Exercises” instead of conventional “Eye Exercises” and “Dobe Flying”， which maximize the characteristics of “teasing others” of Xue and undoubtedly attract young people rush to imitate and share actively online. The creative tag “Jianjian Nan Shen Jing（简简男神经）” tactfully implies dual meanings including both Xue’s sense of humour rooted in his personalities and also his secret of nutrition supplement endorsed by Centrum.
Results：
More than 40% of consumers are willing to interact with brands， and the amount of interaction is as high as 201，000。
More than 23% of consumers are willing to go to e-commerce to buy products。
5% year on year。
