To connect with Vietnamese consumers and make Redoxon a part of their daily meal routines, Bayer launched a campaign that leveraged celebrity chefs and asked them to create special recipes featuring the vitamin C supplement.
Objective:
For its "Redoxon: Healthy Treat" campaign, Bayer wanted to seize the vitamin health supplement category and position Redoxon as the ultimate immunity-system enhancer.
Target Audience:
The target for this campaign was all consumers who, in a world changed by the pandemic, were actively searching for or engaged in consuming content around daily food recipes with the goal of improving their overall health and immunity to disease. More specifically, the target demographic fell between the ages of 20 to 45 years old and lived in key cities across Vietnam.
Creative Strategy:
To make Redoxon a part of daily lifestyle of consumers, the brand looked at a territory that has never been explored by the category before.
Product research indicated that the discerning Vietnamese consumer loved the taste of Redoxon. With 62 percent of consumers cooking and eating at home more, and observing a 97 percent increase in cooking-related searches, Bayer wanted to push consumers to make Redoxon a part of their new routines.
The brand decided to target food preparation as its time to shine by creating a series of food innovations that featured the use of a vitamin tablet. To do so, the brand partnered with renowned chefs and trusted nutritionists to create innovative recipes for foods and beverages (like sorbets, ice-creams, jelly), which were then shared as tutorials on social media and e-commerce platforms.
Context:
Vietnam successfully controlled COVID-19 in 2020, and after a brief, four-week lockdown in March and April 2020, Vietnamese individuals went about their lives as usual. Immunity-boosting measures increased while the pandemic raged. But as things began to return to normal, consumers found taking Redoxon regularly "too serious" to still be necessary. The brand needed to target consumers who were letting their guards down and ceasing the ritual of regularly consuming vitamin supplements. It was important for Redoxon to demonstrate to consumers that Redoxon could still be taken in fun and easy ways and that didn't have to be viewed as only a serious measure against disease prevention.
Overall Campaign Execution:
Bayer kicked off the campaign by showing how every Vietnamese family could utilize the taste of Redoxon for their everyday meal through a hero video, followed by a series of mini tutorial videos, produced with celebrity chefs, which showed the simplest ways to make fun food and drinks at home while incorporating Reoxon as an ingredient. Every tutorial video led consumers to an e-commerce platform where purchases came with a special cooking kit that included ingredients for the recipes featured in the videos.
To deepen engagement, the brand encouraged consumers to participate in a contest to share their own recipes, which were published and amplified widely. To do so, the brand partnered with the Cooky mobile app — the second biggest cooking app in Vietnam based on SimilarWeb traffic data. The app's users form one of the most engaged community groups for sharing recipes and kitchen management tips in Vietnam.
Mobile Execution:
This campaign was driven fully by consumer data, and leveraged various mobile-friendly platforms, including search, social media, programmatic display, and online video.
Following this campaign, Bayer became a leader in the health supplement space on e-commerce sites and realized a 738 percent lift in online sales, making Redoxon the best-selling vitamin C supplement on the e-commerce platform Shopee. Other results included:
In addition, Bayer found that:
The success of the campaign saw it winning several awards for marketing. Additionally, the high level of participation in the consumer contest landed the campaign in the Guinness Book of World Records.
