Swisse UK
The Brief.
Swisse is a vitamin, supplement, and skincare brand. Born in Australia in 1969 and globally headquartered in Melbourne, and Australia’s no1 brand in vitamin and supplements.
Looking to make a global launch, in June 2020, in the midst of the coronavirus pandemic, create a digital media plan that will launch Swisse is looking to launch into the UK and European markets.
Using the key founder story of Kevin Ring and leveraging the global brand ambassadors Chris Hemsworth and Elsa Pataky, create a launch campaign focusing on the brand ethos of Health and Happiness, through paid Social Media, Digital Display and Google Shopping.
The Objectives.
Launching into the UK market, we identified clear objectives which will be the drive for all communication and campaigns.
Commercial - Drive Reach and Brand Awareness
Drive Purchase - Go-To-Market
Communication - Bigger than Vitamins
Swisse UK Pre launch Video Ads
The Process
We utilised the global content and repurposed it for social, catering for the message for the UK & European markets.
We created pre-launch videos and posts on social to drive awareness, using various channels such as Facebook, Instagram and YouTube. The content was split between the global brand ambassadors Chris Hemsworth and Elsa Pataky, creating ads targeting different audiences. Focusing on connecting with consumers and reaching new audiences, the story needed to be compelling and emotive.
The marketing strategy started in Phase 1 was to A/B tested the creative for paid digital and social media prior to pushing the campaign live, gaining insights optimising the creative accordingly.
Phase 2 we looked at the highest performing engagement on the ads and then rolled out across paid Social Media, Amazon ads and Google Shopping.
Swisse UK Pre launch Video Ads
The Results.
The launch display campaign achieved 72% over the CPM benchmark
The launch social campaign achieved 47% over the CPM benchmark
We found our top-performing social video content had a very strong view-through rate (VTR) of 29% .
Roles/Credits.
Creative Director - Sabina Begum
Motion Editor - Tom Pollard
Motion Editor - Kriston Reid
Lead Designer - Kriston Reid
Senior Account Director - Elle Fleming
Services.
Strategy
Concepting
Art Direction
Branding
Motion Graphics
Digital Design
Client.
Swisse UK
Agency.
Noisy Beast
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