HYDRODOL Case Study

HYDRODOL X 1937 Music Festival & Rap collaboration

Background

HYDRODOL is the best-selling wellbeing and hangover supplement in Australia. The brand aims to reinvigorate your today and celebrates the potential of tomorrow. With Brand Catalyser, HYDRODOL enters the Chinese market with vigor and gusto. Alcohol consumption in China is prevalent - Adults drink alcohol 3.5 times a week on average. While drinking behaviours differ across age groups, HYDRODOL offers you the one stop solution to hangover-related symptoms and general wellbeing.
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Opportunity

HYDRODOL has its eye on the younger generation of the Chinese market and breaks into their awareness. As the Chinese youngsters prefer brands that align with their personal identity, HYDRODOL aims to associate itself with bold and vibrant lifestyles.

Strategy

Instead of stepping into the young cultural trends, we led HYDRODOL to become a part of the culture. HYDRODOL partnered with an emerging Chinese hip-hop music label, 1937 Music, to champion this rising sub-culture in China.

  • A tailor-produced branded rap song by 1937 Music for HYDRODOL,  on the product benefits and endorsed lifestyle
  • Branded music video to expand the brand online exposure
  • Extended the collaboration by offering HYDRODOL x 1937 special-edition merchandises, available at music festival.  
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Result

  • HYDRODOL original Rap Song and music video.
  • HYDRODOL Weibo gained 2000+ Followers, Wechat gained 500+ followers  in one month. 5000+ on-site visitors in 8 tours. Tmall FSS Aug & Nov had the highest store visitors and buyers while Music tours were happening, 9.61% Conversion Rate in Nov.
  • creative original content throughout all HYDRODOL CN social platforms (RED Weibo Wechat)

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