Blackmores: Kindness as a data strategy

Vitamin supplements brand Blackmores grew sales and likeability by supporting the cause against food waste in Malaysia.

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:

  1. To...

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