Challenge:

As COVID-19 cases spread across Asia, and later the world, the need for preemptive health products grew.

Proper intestinal health has been linked to better COVID outcomes.Culturelle proactively launched a campaign to increase its brand awareness in this unique time for the S. Korean market launching a dynamic campaign on key platforms for the Korean consumer.

Strategy:

Due to pharmaceutical advertisements regulations, Culturelle could not specifically call out COVID19. Therefore, we changed the communication to having Culturelle being your “wellness guardian” during the pandemic.

The campaign focused on media investment on top consumer affinity channels in S. Korea: Naver (search), Kakao (social platform), Facebook, and Instagram.