CONTENT PRODUCTION

CONTENT DISTRIBUTION

DIGITAL ECOM ACTIVATIONS

BRIEF

We were tasked to create a video to raise MyVitamins brand awareness in China and to drive sales on MyVitamins’ China website as part of their 11/11 e-commerce 'Singles Day' campaign - the world’s largest 24-hour shopping event. Max’s Adventure (one of our China facing video channel) was chosen by the client to create a product review video to promote the brand of MyVitamins and recommend products to our audience.

STRATEGY

  • Through Max Adventures video channel, an affiliate programme was setup to drive sales on MyVitamins official website.
     

  • Increase brand awareness by introducing the background of the brand (i. e. the relationship to the Hut Group) and product reviews.
     

  • Select and promote the most relevant products based on our knowledge of China market and the needs of the MyVitamins audience.
     

  • Encourage more comments in the video to increase the exposure of the affiliate link and discount code hence boost sales.
     

  • Offer exclusive discount to attract audience to purchase.

EXECUTION

  • Owned media - produced an 8 min video featuring Max choosing MyVitamins products for himself and his family, and product review from Max and his mum.

  • Owned media - Raised brand awareness and built trust from the audience by making the content more fun, original and authentic.
     

  • Encouraged high engagement and revealed exclusive discount code and clickable link to MyVitamins’ website in the comment area, ready for the audience to purchase after watching the video.
     

  • Social posts through out the month to continuously promote the discount and drive sales.

KEY NUMBERS

150,000

Unique Video Views

2.87%

eCommerce Conversion Rate

2.3

ROI (Return on Investment)

mY vITAMINS