Sep 28, 2020|
Australia’s Swisse Achieves over 15 Times GMV on JD’s Super Brand Day
by Vivian Yang
“Your body can also be hungry, take Swisse!” is the slogan the Australian nutrition brand promoted during its September marketing campaign, which included JD’s Super Brand Day held on Sept 28th. The slogan, which was the result of in-depth consumer research, as well as the brand and JD’s omnichannel campaign helped Swisse gain over 1.4 billion impressions across different social media, and its GMV on JD Super Brand Day grew by 1535% compared with the same period last year.
On JD’s Super Brand Day, Swisse also debuted a number of limited editions of its star products, such as the small Q bottle, gift boxes of Ultiboost Grape Seed, Calcium + Vitamin D, Liver Detox, a healthcare gift box for Mid-Autumn Festival, and more.
Swisse has been the best-selling imported healthcare brand on JD.com for five consecutive years and the No.1 online seller in the vitamin, herbal and mineral supplements category in the past three years.
This time in preparation for the campaign, Swisse did some market research focused on white-collar workers in China that customers are willing to spend on health products but are not conscious when their bodies are losing nutrients and often forget to take supplements on time. Armed with this information, the brand came up with a concept to change lifestyles, emphasizing that just like our stomachs feel hungry after activity, our skin, bones, and organs also need to be supplemented with nutrients on daily basis. It also came up with the slogan, “Your body can also be hungry, take Swisse!”
The campaign and slogan resonated among customers online and offline. During the campaign, Swisse also created pop-up restaurants in partnership with the chain restaurant Element Fresh to promote the new concept by offering healthy food and nutrition products combos. Relevant topics and social media activities with celebrities generated more than 1.15 million interactions and 280 million views.