Unverified absolute result figures are omitted from this public archive. The original record is preserved internally.
Intro：
Moms devote themselves to take care of their little kids. They bend all the time throughout kid’s childhood. They cherish the intimate moments. Meanwhile, they suffer from the small symptoms caused by bone loss.
For Caltrate, the biggest challenge is how to further deepen the Caltrate supplement category education and expand the user group.
Solution：
The marketing and communication activities of "Caltrate adds bone strength for the bent mother" are divided into three stages: warm-up period, consumer participation period and extension period.
During the preheating stage, the topic of "bending mom" is created in a short period of time.
In the period of consumer participation, H5, an interactive mobile phone called "bb0 for bending mothers", was released.
In addition, in order to create more participation, "test what kind of bent mother you are" interesting mobile phone interaction H5, more diversified to reach the target consumer groups, the two H5 interaction through tencent mobile client advert.
On the microblog platform, celebrities and opinion leaders' mothers have published microblog contents with the core message of "strengthening the bones of bent mothers" on their personal microblogs. At this stage, target consumer groups are able to access information about "bent mothers" from the social network platforms they use most frequently in their daily life, and can easily participate in activities, so as to obtain the brand information of "Caltrate adds strength to bent mothers"
The duration of the activity coincides with mother's day. With the occasion of mother's day, Caltrate successfully made use of the micro film "Caltrate pays tribute to bent mother" released by ifeng website, which triggered broader resonance, and completed the month-long activity of "Caltrate gives bent mother strength".
Result：
