Calcium Corbiere: Uniting pregnant TikTokers

Calcium Corbiere, a health supplement brand, increased market share in Vietnam by launching a dance challenge on TikTok.

Campaign details

Brand: Calcium CorbiereLead Agency: Mindshare VietnamRegion: APAC

Strategy

Objective

Bone health supplement category is one of Sanofi's biggest categories in Vietnam & Calcium Corbiere is the market leading brand. Over last 2-3 years, category witnessed new local & international entrants that led to Calcium Corbiere' decline in market shares & brand awareness among the next generation of mums.

Thus, Calcium Corbiere needed to find new channels & a different messaging approach to win the next generation of mums on media platforms with higher affinity at scale & drive the messaging in a fun...

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