Our target audiences are first-time mothers or married couples preparing for Pregnancy between the ages of 25 and 34 across six key cities. Their interest and affinity fall in the bracket of “Baby, Family, Health, and Wellbeing.” They are well-informed females who actively search and social discussion to find out the best solutions for Pregnancy and childbirth. When it comes to fetus upbringing, moms tend to trust local OTC brands, or trust doctor’s recommendations before consuming PreNatal vitamins. The first-time parents are always in an uncertain mentality. The chronic worry of not doing enough and always putting them under stress to answer how it can be enough. From doctors they know to their circle of friends & the social community, they have taken all the chances to ask for advice to untangle their always-present worry. It was the insight we tapped into to bring about the “Love Complete” campaign with the promise to assure new parents of complete nutrition for both mom and baby. To be more convincing and deeply engaged, we also offered complete knowledge as well as horizon sources of information from the most trustworthy influencers. We understand that influencers are the closest and fastest to our target audience. They are experts or a mom who is going through or has been through pregnancy periods to be able to share their real emotion, real story and real experiences. Diverse influencers would impact entirely on mom’s journey through three main stages which are planning, pregnancy and baby. Moreover, it is these influencers who will help many moms know about the trusted Prenatal Multivitamin brand, or raise interesting trials. This makes the distance between consumers and consumers connected and boosts empathy for both of them.

Taking up the insight from the market situation, media searching behaviors as well as our target audience's insight that there is no more important than being their best TRUSTED COMPANION. Our central idea was driven by a trust-based influencer system to generate interactive activities and relevant content. We elaborated on expert involvement first where consumers figure out most of the essential knowledge and common concerns in the first stages. Pregnancy experts and hot KOL moms were invited to host online livestreams to open topics and counseling sessions for the public. Parenting classes and 1:1 consulting also were taken up by experts to open the room for attendees to learn and practice all things before becoming real parents. At the level of inexpert involvement, we believe in the power of sharing, any parent has valuable experiences that can help soon-to-be parents. Hence, Elevit established a digital hub to connect all parents to share knowledge, and contribute their real experiences. Hence, we initiated a comprehensive influencer strategy that is strongly relevant and impactful with our moms to raise awareness and encourage users to join this hub. Vertically, KOLs would be divided into 3 tiers serving two main tasks which are building mass awareness and keeping moms engaged. At the top of the funnel, we have a list of celebrities or experts to build massive reach. Following, micro and nano influencers with less reach but have a relevant lifestyle which will help active and passionate fans to join. Horitally, KOLs would represent each stage to share their relevant experience in planning, pregnancy, and breastfeeding period.

Elevit leveraged the influence of KOLs by being present in various phases of mom’s pregnancy journey. We bring out complete consultancy and knowledge to drive mother’s attention and engagement to get the best preparation for their baby. - During the planning phase of pregnancy, the target is active in search, social forums: so we dialed up on search and started seeding in social communities. - As soon as pregnancy is detected (-9 Months), that is the moment when uncertainty peaks. At that moment, we launched the brand video and activated the Influencers, PR, social, forum for massive reach. - After three months of pregnancy (-6 Months), the target audience needs more tailored information and one-to-one service. That is where our campaign activation through offline parenting classes, online consultancy (the partnership with Jio health and Webtretho), and online live stream. To bring more real experience and real stories, we boost up the sharing digital hub among hot mom influencers to spread out and encourage more moms to join. - For the rest of the journey, we activated contextual ads at different stages of pregnancy to connect more. These were 6-sec bumpers and were also delivered through TV advertising.

With the holistic plan, Elevit became the market leader and sized up the total market after just 5 months of launching with remarkable achievements as below: - 180% quarter-on-quarter growth - Number #1 in market share in a prenatal multivitamin (source YTD M360) - Number #1 brand in Maternal health on Shopee and month-on-month growth in sales - Number #1 in a share of voice vs 3 main competitors Moms in Vietnam now start to see the brand as a true companion for their meaningful pregnancy journey. Especially, we successfully won mom’s hearts and affection, proven by: - Over-achieved media KPI with a total reach of 81% target audience and 8 million engagements. - A huge record of 15.8 million video views