Launching Biomult in the Midst of a Global Pandemic
Our strategy was a dynamic blend of above-the-line (ATL) and below-the-line (BTL) marketing models, designed to create widespread visibility and engage directly with the target audience.
Project Description:
In the wake of the COVID-19 pandemic, Biomult, a new multivitamin brand, sought to establish itself in the competitive Nigerian OTC market by emphasizing its immune-boosting properties. Our challenge was to create a compelling brand narrative and build market presence swiftly, ensuring Biomult stood out as a vital health supplement in those unprecedented times.
The Objective was to introduce Biomult to the Nigerian market, positioning it as the go-to multivitamin for immune support, thereby driving brand awareness, consumer trust, and market penetration.
Our strategy was a dynamic blend of above-the-line (ATL) and below-the-line (BTL) marketing models, designed to create widespread visibility and engage directly with the target audience.
Execution:
Above-the-Line (ATL) Campaigns:
Billboards: Strategically placed billboards in high-traffic areas, target market segments, and urban centers to create immediate brand recognition.
Radio Jingles: Developed catchy and informative radio jingles broadcasted during peak hours, effectively communicating Biomult’s immune-boosting benefits.
Public Relations (PR): Implemented a proactive PR campaign to secure media coverage in major health and lifestyle channels & publications, enhancing Biomult’s credibility and reach.
Brand Advocacy and Partnerships:
Stakeholder Engagement: Partnered with influential bodies such as the Pharmaceutical Society of Nigeria (PSN) and the National Association of Patent and Proprietary Medicine Dealers (NAPPMED), leveraging their networks to build trust and advocacy within the pharmaceutical community.
Branded Environments:
Pharmacy Branding: Developed eye-catching point-of-sale displays and promotional materials for pharmacies, making Biomult a prominent choice at the point of purchase.
Outdoor Advertising: Utilized branded lamp poles and BRT buses, ensuring Biomult’s message was visible across key urban routes, maximizing brand exposure.
Event Sponsorships and Activations:
Health Events: Sponsored and hosted events with healthcare professionals and pharmacists, providing a platform for product education and engagement.
Community Outreach: Conducted community health drives and wellness workshops, positioning Biomult as a trusted ally in health and wellness during the pandemic.
Results:
Our multifaceted approach yielded impressive results, quickly establishing Biomult in the Nigerian market:
Market Entry Success: Biomult rapidly secured a strong foothold within the pharmaceutical distribution chain in Nigeria.
Brand Visibility: The campaign significantly boosted brand recognition, with widespread visibility across major cities and rural areas.
Stakeholder Support: Fostered strong relationships with key industry stakeholders, enhancing Biomult’s credibility and market acceptance.