Brand Image Transformation
Situation:
There was a universal realization that the brand was misunderstood and had to evolve with the changing dynamics of a market where consumers are health-conscious and more receptive than ever to holistic wellness solutions.
However, the real problem lay in the complexity of the wellness concepts and the lack of understanding and awareness among the consumers.
Amezcua’s historical move into complex quantum science, resulted in the brand being misunderstood and having challenges in establishing product claim credibility.
Task:
Adapting to the market needs
Amezcua repositioned in the consumers mind by building a credible foundation of easily understood and believable brand and product storytelling, ultimately leading to brand trust, loyalty and advocacy.
Strategy
01
Rigorous Consumer research, identified major pain points of the target market.
02
We then built a strong brand positioning and designed content using the Hero, Hub & Hygiene approach that could resonate with wellness consumers while addressing the pain points in the market.
03
We designed it in a way to both promote Amezcua’s products and create awareness about the health issues caused by modern technology.
04
We tied Amezcua’s product line to pain point alleviation.
The Amezcua brand image campaign aimed to redefine and enhance market positioning in a highly competitive wellness industry.
A key challenge was the need to demystify complex wellness concepts for a broad audience.
The creative development majored on compelling visual and textual content to engage audiences, explain complex concepts simply , and highlight the benefits of Amezcua’s products.
A broad omni-channel strategy was utilized to reach out to connect Amezcua to the audiences across YouTube, Instagram, Facebook, and other platforms. Videos were subtitled in multiple languages to seamlessly reach global audiences such as Arabic, French, Russian, Turkish, Swahili, and Indonesian.
Action:
The campaign laydown was meticulously scheduled, starting with the launch of the brand video in December.
This was followed by a series of product-specific videos and other engaging content throughout the next few months, strategically dispersed across different media platforms.
Further content such as banners, articles, and Instagram Live sessions were was integrated into the campaign.
Engagement Channels:
We capitalized on the engagement capabilities of social media by encouraging UGC, running advertisements and organizing Instagram contests.
Using a ‘Interaction Field’ strategy; Key opinion leaders, SAB’s, Lifestyle Influencers & Sporting celebrities were leveraged to enhance the campaign’s credibility and reach. This enabled us to showcase our happy customers building trust and social proof.
And a back-to-basics approach through education, events, expos and a new customer facing standalone micro site was rolled out.
Results:
As the campaign progressed, key brand metrics such as Awareness, Equity, Engagement, Conversion, and Growth were monitored So that we could measure the campaigns performance and impact to inform any necessary adjustments and optimize the brand strategy.
The Amezcua Brand Image campaign was nothing short of transformative. Highlights include:
28%
Surge in
incremental sales.
14%
Increase in SOV
Social Media:
421,467
Views
3.6 M
Reach
341,348
Engagement
140,189
Views
Awards:
The Amezcua ‘Science Of Nature’ campaign won the 2023 Stevie Award for best brand image campaign in APAC.
Conclusion:
By leveraging consumer insights, building a strong brand positioning and executing a meticulously crafted 360-degree marketing campaign, we not only significantly bolstered the brand’s revenue but also carved out distinctive, brand-centric usage occasions within the wellness community.
Brand advocacy increased from 28% to 44% in 12 months, and helped spearhead double digit YOY revenue growth with a ROI of $2.8 / $1 spend. The brand is poised to capitalise on this success, with aspirations to extend product innovation and sporting/lifestyle celebrity partnerships into 2024 and beyond.