Jamp Pharmaceutical's throat lozenge, Valda, utilized its small budget to create a bold marketing campaign using a heavy metal choir to drive awareness to its product through its target audience's most used social media platform, TikTok.
Objective
After more than a century of success worldwide, Jamp Pharmaceutical, the maker of the throat lozenge Valda, was struggling in Quebec, Canada, where fierce competition in the throat lozenges market made it hard to stand out. Jamp Pharmaceutical's objective was finding a bold, impactful, and meaningful way to drive awareness and brand affinity, all with a small budget.
Context
The "Heavy Metal Metro" campaign was the first time this concept was put into place, yielding positive results. With a limited budget to accomplish Jamp Pharmaceutical's goals, it created a timely and situationally relevant campaign that connected authentically with its target audience in a surprising way that garnered a reason to watch and share.
Target Audience
Because of the hyper-localized campaign, Jamp Pharmaceutical's target audience was young millennials and generation Z Quebecois, as well as older millennials and generation Z who were on social media and who rode the city's metro system.
Creative and Media Strategy
Jamp Pharmaceutical strategically identified TikTok as its social platform of choice, as it had the highest affinity with both target audiences. The company took the social stunt a step further by integrating an interactive aspect that would lead consumers directly to the Valda site. Unique, creative content was used to create authentic connections with its target consumers by giving them the right context in which to experience Valda in a way they had never done previously.
The entire budget was dedicated to digital media. Jamp Pharmaceutical brought a heavy metal choir, Growlers Choir, to the metro and had them sing while the company recorded the genuine reactions of commuters and spectators. Not only was the stunt a live event for Montreal commuters, but it was also filmed and packaged to promote across social media.
The campaign was brought to life by launching the 30-second video of the heavy metal choir during the metro stunt and integrating an interactive unit: the Super Like 2.0 feature. Once consumers clicked the Super Like feature, they were taken to the Valda website, where the full video was available to watch, and the products were available for direct purchase.
Prior to the Heavy Metal Metro campaign, Jamp Pharmaceutical's Valda had not had any media presence in Canada since the end of 2021 while its competitors continued to stay active with many digital investments. This campaign needed to deliver a media experience that could amplify strong creative assets and be assessed effectively.
Jamp Pharmaceutical's Heavy Metal Metro campaign exceeded its objectives and goals. The campaign went viral across Quebec. This incremental reach helped to increase brand awareness and visibility, driving a significant amount of purchase intent year-over-year. The campaign drove a 94 percent direct sales uplift in the month of December versus the previous year — the highest since the brand's first radio campaign nearly a decade ago.
