Unverified absolute result figures are omitted from this public archive. The original record is preserved internally.
Intro：
Calcium, odd for 35 + women with strong healthy bones, then put forward the concept of "backbone" women since 2016, the backbone women concept and product, the brand itself needs to emphasize the user information associated, besides precision, named "ve" health, and year after year through the star guest (lang ping, liu tao), hot IP the Venus show, "and the" ode to joy "mouth was shown patch cooperation to expand influence.
In 2018, calci promoted the image, took the lead, explored the most real emotional needs, and replaced stars with the concept and proposition of "women have backbone", becoming the main body of publicity. At the same time, the brand makes use of Tmall 38 queen's day phenomenon resources and platform, combined with its own media, through lang ping and hui ruoqi fit high brand friends and female consumers interaction, truly create a backbone woman IP.
Solution：
Creative strategy: backbone women: 35+ women have backbone more confidence.
0：Develop the backbone of a new age.
Compared with the previous two years' "backbone women" project, this year calci upgraded the performance, aiming at the young and middle-aged women around 35 years old. Taking the March 8th women's day as an opportunity, calci touched the backbone of the society through "backbone women", making more women feel the positive energy.
Viral video：Plain person endorses "spineless woman", restore with fragment a young and middle-aged woman most true also the most moving appearance. Without the blessing of the stars, this propaganda film is closer to the brand audience. The core of the propaganda film is built on the insight of mature consumers, and it explores the most real emotional needs of women. The concept of "women have backbone" has replaced "stars" to become the real main body of propaganda, which is maximized.
Social communication：The publicity video was launched at the 38th time when the whole nation pays attention to female groups and calls for women's rights, and won a large number of retweets and free promotion, thus achieving twice the result with half the effort.
Hot spot tracking：Returning women's day to women, from feng tang's "don't be a greasy middle-aged man" to "don't be a greasy middle-aged woman", it adopts an interesting and highly relevant creative extension way to reach the climax of social communication.
Offline flash：Calci opened the first "backbone queen time station" pop-up shop in the jing 'an kari center in Shanghai, and there are more important guests lang ping and hui ruoqi on the scene, to tell you their own "backbone story" two quality model guests by their own words for "backbone woman" added a different luster.
Tmall platform：Due to the quality of the topic attribute, calci gets Tmall 38 queen's day phenomenon level of internal resources (skyteam + queen's day venue).
Pharmacy stores：With the women's day activities on March 8 into the store promotion activities.
Results：
Calcium erqi official flagship store opened to add 6000+. According to consumer research, the awareness rate of pop-up stores reached 3% in Shanghai, becoming the first OTC brand to host offline pop-up stores.
Spineless woman, as a female image in the new era, has been recognized by the public and established a good brand image in the hearts of potential audiences. Today, backbone women are a unique and powerful brand asset of calc. It's time to stop taking advantage of big IP and really create your own content and topics by tapping into consumer insights.
