Glucerna 2020
Challenge: Glucerna was launching its first campaign directed at consumers and healthcare professionals in SEA and wanted to own a clear role in helping people manage their diabetes. And Glucerna’s claim of “Glucose control” wasn’t resonating strongly with an audience who wanted solutions that helped them lead a normal life.
Idea: The campaign ‘YES YOU CAN, WITH GLUCERNA’ with Glucerna’s reframed value proposition helped consumers realise how it can help them live life on their own terms.
Results:
The brand beat KPIs set across consideration (374%) lead generation (244%), and new users per month (114%,), even during the pandemic.
And executed a new idea when the clients in Singapore wanted to feature their celebrity endorser.
We quickly created a newer version when the brand updated its formula.
Project Synergy
Challenge: Develop a campaign for the joint promotion for the FreeStyle Libre and Glucerna. That existed as two distinct and separate business units within Abbott.
Idea: Translated the combined proposition into the single-minded consumer benefit of diabetes management made easy by combining the right nutrition and monitoring.
A SWAT team consisting of key members was constituted and the campaign was developed at a record-breaking speed and adapted within 15 days.
Results:
The campaign delivered impressive results on engagement, brand awareness, and purchase lift in the YouTube Brand Lift Study, and increased sales of both Glucerna and FreeStyle Libre in Singapore and the Philippines.
