Situation

• In Taiwan, Centrum is the No.1 brand in a growing dietary supplements category worth over US$300 million. But since 2020 a greater interest in personalised health has led consumers to move away from all-in-one products and create their own supplement cocktails. Consequently, Centrum sales have declined, with value share falling from 30% to 20%.

Brief

• Use media to halt Centrum’s decline.

Objectives

• Business Objective: reverse declining sales to increase revenue.

• Marketing Objective: get back 100% of the penetration lost in the past 12 months.

• Data-driven Behaviour Change Objectives: drive sales of segment-specific products e.g Centrum Men 50+, Maternity, Menopause etc.

Data insights

The creative idea was to demonstrate the surprisingly personalised benefits of Centrum through highly personalised messaging and targeting that made consumers feel the brand was speaking to them as an individual. To do this required precise targeting based on data insights.

Innovation

Our most important innovation was to combine all the platforms into a one-stop shop solution that covered all survey/study, consumer insight/segments, communication angles and creative generated into just one working stage with proprietary tools AI-II (Intentions and Insights & AI-MH (Magic House, AI generated content).

Creative Originality

An original feature of AI-II and AI-MH was the ability to constantly refine and perfect targeting. Starting with an initial, complex segmentation, we harnessed AI over time to explore and cross-reference multiple data sources to add richness, depth and detail to create a detailed AI-generated person matching unique consumers (i.e, likes to bargain, loves jogging, cares about ESG/environments etc.).

Data gathering

We used an analysis of large-scale consumer databases as our primary datasource. The most important of these were Global Web Index (GWI), Nielsen Life Index and Media Index, which is a consumer info and behaviour survey.

Data interpretation

A segmentation was produced with the aid of AI-II. Our proprietary tool helps understand consumer insights, healthcare needs and wants, consumer personas, lifestyles, media behaviour, purchases, critical moments etc. We then added richness to the segments through Social Listening via OPview, and an analysis of each segment’s keywords Search Preference to determine the hot keywords they care about on Google.

Targeting

We refined our targeting using Location-Based Service to identify those consumers who had visited hospitals, clinics, long-term care facilities and health screening centres in the past three months. We also used Custom Intent Targeting to target consumers with “post-illness nourishment”, ”Elderly care” and health checks”.

Implementation

Utilising the AI-MH tool, developed a unique AI x data-driven online campaign encompassing a broad range of healthcare themes, covering 22 consumer groups and 37 unique perspectives across six product lines, leading to over 100 specific online scenario variations, each with its own Call to Action. The segmentation was based on multiple inputs including consumer digital behaviour, demographics, interest etc. Location-based services detected interaction with medical/elderly care.

We also introduced an online-centric innovation: an AI-Ambassador capable of speaking to multiple different segments – male, female, young and old – all on their own terms. This cost-effective digital persona lent a distinctive voice to each product line, enriching Centrum's online presence across more than 950 creative assets. The tailoring the user experience to individual health journeys and fostering a deeper engagement with the Centrum brand.

Timeline

•28th April to 5th Jun in 2023

Placement

•Google Platform

Scale

•Campaign budget US$31,102.26

Business results

•The campaign reversed the pre-campaign sales decline.

•We set out to recoup US$600,000 in lost revenue. We achieved US$866,667

Marketing results

•We hoped to regain 100% of penetration lost year-on-year. We achieved +138%

•Younger audiences had driven Centrum’s decline. We increased penetration amongst younger audiences: 15-24s went from 1% to 7% of the customer base, and 25-34s from 14% to 16%.

•Sales of segment-specific products increased. Centrum M/F Gender portfolio increased +1.1pt, going from 65% to 85% of total sales

Media results

•We achieved a +56% CTR, an increase of +18% CTR compared to the previous year’s campaign.

•The use of AI enabled a 35% cost saving in production (US$6,667) and a significant improvement in lead time from 4-6 months to 2.5 months.

•Against a media spend of US$31,102 the campaign generated incremental revenue of US$ 866,667 resulting in a ROAS of US$27.87 for every dollar invested.