Brilliant Health

DSM is one of the largest supplement/fortification manufacturers in the world 

Challenge

In China today, many people are ignorant of the essential nutrients they need to give their little ones the best start in life. This includes low intakes of key nutritional lipids (omega-3s) such as DHA.

Brilliant Health was designed to communicate how supplements and fortified foods and beverages with DSM’s premium omega-3 DHA brand life’sDHA can improve the health of Chinese people from the moment of conception right through to early childhood and beyond. This campaign was part of a long-term retainer relationship with DSM, which included annual themed campaigns. Through a B2B2C strategy, Brandigo used "push-pull" tactics to not only grow customers, but to also grow B2B partners. 

The campaign goals: 

• Highlight DHA and life’sDHA benefits
  
• Draw attention to DHA as a vital part of pregnancy and early life
  
• Build interest and awareness through the use of a famous doctor from the UK combined with a local pediatrician
  
• To demonstrate to DSM partners the marketing support available for DSM customers in China
  
• To make a media impact focused on Shanghai, Beijing and East China
  

Actions

A pregnancy and early life survey asked urban Chinese mothers aged 30-40 about their child’s supplementation, diet and lifestyles. The results formed the basis for a number of news stories to engage media and provided content for social media outreach. Interviewees were also featured in video footage shown at the event. 

For example: Findings show 73% of Chinese moms are worried about their child’s brain health, but only 34% can identify foods or vitamins that are beneficial to the brain.

The purpose of the event was to highlight the survey findings via a consumer friendly, informative media event including UK TV personality Dr Hilary Jones, alongside a Chinese pediatrician. They both engaged the media and customer stakeholders about the unique qualities of Omega-3 DHA, along with the introduction of recent studies showing the benefits for prenatal infants and children in early life, and the current challenges of Chinese nutrition.

Attendance by over 80 media from health, lifestyle and general media resulted in major coverage countrywide. Over 30 DSM customers also attended the event. Key customer products were highlighted as part of the event decoration – resulting in both a pull from consumers as well as push to fortification and supplement partners.