Oli6 is the Australian Nuchev Food company's brand of goat’s milk, enabling people to grow into their best selves. Providing products that are as natural as possible, Oli6’s goat’s milk formulas help with the digestions and immunities of babies. With 140 years of goat breeding experience and goat's milk nutrition research, Oli6 has become the first Australian reputable goat's milk brand, loved by local and international customers.
Chinese consumers are increasing their demand for maternal and infant products. By December 2021, the size of China's maternal and infant market reached 4.9 Trillion RMB, with a year-on-year growth rate of 19.5%.
Brand Catalyser has been working with Oli6 in launching the new premium product line in China through CBEC with the refreshed branding - ‘Led by Science’.
The main objective of the Oli6 ‘Led by Science’ campaign is to successfully acquire new customers for their newly launched premium product line and increase online sales conversion.
To achieve this, our team has developed integrated marketing campaigns from mass media (e.g. major social media channels) to vertical focused touch points (e.g. BabyTree, Meiyou) to engage with prospecting mums in China. We also incorporated the market insights from regular social listening to further justify our marketing strategy. With our detailed targeting segmentation, we have been delivering the brand messages with the suitable infant formula stage based on mum’s status of their journey. The campaign has been managed with a strong focus on digital given the main sales point is Oli6’s Tmall Flagship store.
- Refreshed brand assets and launched the new campaign idea - ‘Led by Science’ across all media channels to raise brand awareness.
- Conducted paid media activities at different latitudes according to Oli6’s characteristics and target audience requirements, arouses customers' interest and leads to online stores.
- Pitched the brand to mainstream media to introduce new product lines, highlight advantages and discuss parenting lessons, seeding and harvesting profit.
- Maintained brand influencer and improved brand ranking data through SEO & SEM.
- Owned media performance: WeChat Followers Increase Rate：573.6%
RED Followers Increase Rate: 129.37%
- Paid media performance: CTR: up to around 5%
CPM: Reduced by 10-25%
CPC: down to around ¥0.5
- KOL/GROUP Buyers performance: From October to December 2021, cooperate with group buyers on Weibo platform to drive sales, promote products and improve brand exposure. ROI: 1-3
- Ranking: Helped O6 move up 4 spots to the top 3 in the Tmall Double 11 shopping festival.