Singaporeans face an ever-increasing list of challenges to their well-being; from high levels of stress and fatigue to infectious diseases. Singapore is also the third most sleep-deprived country in the world with chronic disease risk on the rise due to poor nutrition habits.

As a result, Singaporeans have become more health conscious. However, with more than 200 health product brands in the market, they find themselves overwhelmed by a deluge of health and wellness information.

The brief was to create a campaign with a tight budget of SGD$38,000, to help Singaporeans navigate this complex landscape and find personal methods to wellness.

The objectives were:

•Increase product sales

•Help Singaporeans find wellness solutions in an appealing and engaging manner, making use of multiple online, offline and broadcast channels

•Position Blackmores as a trusted expert in health and wellness

•Stay true to Blackmores heritage as a science and evidence-based health supplements producer

We first worked closely with a panel of experts from different aspects of the healthcare ecosystem to identify the key health issues Singaporeans faced, and collaborated to produce ‘The Wellness Tribes’ - a set of six profiles exemplifying the different ways Singaporeans pursue wellness. These profiles were converted into an infographic and online quiz (“What’s Your Wellness Tribe?”), with a re-direct to the Blackmores website.

Upon launch, the Wellness Tribes’ infographic and a press release were sent to media/influencers, with a personalised package sent to those who participated in the quiz.

We partnered with wellness celebrity, ‘Denise Keller’ and Watsons, to further promote the campaign. An online contest was conducted closer to Christmas week, where consumers who shared their quiz results on Facebook stood to win $500 of Blackmores vouchers and wellness packages.

The entire campaign was underpinned by paid support online and further publicity on Watsons’ social media channels.