Campaign details
Brand: BlackmoresBrand owner: Blackmores MalaysiaLead agency: Ampersand Advisory, Little AdvertisingCountry: MalaysiaIndustries: Non-prescription products, OTC productsMedia channels: Events & experiential, Online video, Packaging & design, Public relations, Social media, Websites & micrositesBudget: Up to 500k
Executive summary
Blackmores is the market leader in the fragmented Malaysian vitamins and supplements market. It competes with over twenty local and multi-national players.
The category focused on product advertising and targeted older, print-reading Chinese consumers, while ignoring the larger, more digital Malay market.
We used data strategically in four ways:
- To...