Background
Having engaged the plus-size Thai woman with its interactive XLdiary last year, slimming supplement brand NatureGift conducted insight studies that revealed weight loss to be an increasingly popular topic among young women. The target consumers were found to spend more than eight hours a day at the office, between four to six days a week. With this working schedule, weight loss becomes something of a battle.
Having engaged the plus-size Thai woman with its interactive XLdiary last year, slimming supplement brand NatureGift conducted insight studies that revealed weight loss to be an increasingly popular topic among young women. The target consumers were found to spend more than eight hours a day at the office, between four to six days a week. With this working schedule, weight loss becomes something of a battle.
Aim
The company enlisted Mindshare to help make its brand the preferred dietary aid for working women with weight and health concerns. It was crucial to educate the target audience - XL-size women - on the product’s benefits via the channel that best matched their lifestyle.
Execution
Armed with the knowledge that for most Thai women, a good figure represents good health, and given the limitations of traditional dietary advertising, NatureGift set out to develop an ‘online weight loss battle’.
Entitled 'Beauty mission', the campaign used TV, print and banners created by Ogilvy & Mather Thailand to recruit office ladies to participate in a range of weight loss activities, detailed online, using NatureGift as the key helper. A product demonstration was included in each segment. Contestants then presented their progress online every week and shared their daily life via their blogs, which were linked to the site. The initiative offered ample scope for engagement and served as a demonstration of NatureGift’s effectiveness.
Results
Sales of NatureGift doubled, surpassing the expected result.
More than 100,000 users visited the NatureGift site within the first month of the campaign’s launch.
The site successfully reached the intended target; 75 per cent of those registered were overweight women aged between 20 and 34 years old. The campaign has since been extended and is currently in its second phase.
Credits
Project: Beauty Mission
Client: NatureGift
Product: NatureGift
Creative agency: Ogilvy & Mather Thailand
Media agency: Mindshare Thailand/mInteraction
People:
Malee Kittipongpisal - Partner, Client Leadership
Napaporn Jeatawattana - Director, Client Leadership
Nuntaporn Sriviset - Manager, Exchange Planning
Rachaya Srimuang - Project Manager
Nichapa Khemkanon - Exchange Supervisor (Digital)
Pinsuda Dhamrongsirivadh - Exchange Manager (Digital)
Duration: 28 Apr – 31 July 2009
Exposure: Online (Community Site, Banners), Magazine, TV
