Bayer Vietnam achieves remarkable success at FMCG Asia Awards with innovative strategies in healthcare, pharmaceuticals
Its innovative campaign for Berocca resulted in an 18% sales increase and 73% market penetration, whilst its "Love Complete" strategy exceeded sales targets by 114% and captured a substantial market share.
Bayer Vietnam, together with their creative agency Carnival, secured a dual triumph at the FMCG Asia Awards, demonstrating its leading role in the healthcare and pharmaceutical industry through innovative and influential strategies.
Berocca's Energetic Success
Bayer Vietnam earned the Digital Marketing Strategy of the Year - Vietnam award for its Berocca brand. This energy-boosting multivitamin distinguished itself from common immune boosters by targeting those experiencing midday fatigue. In a crowded market of vitamins, minerals, and supplements, Bayer Vietnam pursued ambitious goals, including significant sales growth, increased daily usage, and enhanced energy perception.
Aimed at health-conscious individuals aged 18 to 45, Bayer Vietnam's campaign broke the mould with its "TRANSCEND POSITIVE ENERGY FOR A POSITIVE LIFE" message, leveraging both online and offline platforms. This included city-wide positive art initiatives and a popular music collaboration.
The results were notable: an 18% sales increase compared to the previous year, surpassing initial targets with significant improvements in daily usage and energy perception. Berocca also achieved a remarkable 73% market penetration, backed by a TikTok campaign that received over 1 billion views—a 641% increase over the standard in Vietnam, marking one of the most successful digital marketing efforts to date.
The Rise of Elevit
Bayer Vietnam also received the Product Launch of the Year - Vietnam award for Elevit, its prenatal multivitamin brand. Moving beyond its previous role as a hand-carry supplier, Bayer Vietnam's "Love Complete" strategy aimed to dominate Vietnam's prenatal multivitamin market, bolster brand recognition and credibility, and increase market share to drive sales growth.
Recognising the power of word-of-mouth in the relatively untapped Vietnamese prenatal market, the brand targeted first-time parents aged 25-34. The "Love Complete" campaign featured a moving brand film, highlighting Elevit's supportive role during pregnancy. This approach, coupled with trust-based communication, led to Elevit becoming the top brand in the Maternal Health category on Shopee, capturing significant market share.
The campaign resonated deeply with its audience, engaging 81% of mothers and generating eight million interactions. Brand sales exceeded targets by 114%, with consumer offtake increasing by 180% quarterly.
Bayer Vietnam's success at the FMCG Asia Awards reaffirms its dedication to innovation, distinctiveness, and impactful consumer engagement, cementing its position as a leader in setting new standards of excellence in the healthcare and pharmaceutical sectors.
This achievement unquestionably reflects well upon Bayer's enduring partnership with Carnival Agency. Carnival has been working closely with Bayer for many years, overseeing campaigns for Berocca, and making significant contributions to the successful launch campaign for Elevit.
The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].