Mannings: #StrongBeauty

Adrian Tso

Health and beauty retail brand Mannings capitalised on the power of influencers in a video-based campaign to recover brand equity and reconnect with consumers in Hong Kong.

Campaign details

Brand: ManningsBrand owner: The Dairy Farm CompanyLead agency: DDB Group Hong KongContributing agencies: OMD Hong Kong, Hybrid Group AsiaMarket: Hong KongSector: Pharmacies & drugstoresMedia channels: Merchandise & free gifts, Online video, Social media, Television, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

Mannings is the market leader in health and beauty retail in Hong Kong. And while its promotions-centric marketing strategy allowed it to thrive for years alongside Hong Kong's strong tourism sector, it wasn't a strategy impervious to market downturns....

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