DKSH

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Challenge

DKSH (also known as DiethelmKellerSiberHegner) is the leading Market Expansion Services provider for companies who want to grow their business in Singapore – utilising DKSH’s capillary distribution network of retailers and marketplaces. Armed with deep local market know-how and expertise, as well as its extensive supply chain network of unique size and depth to expand and grow brands’ presences, DKSH distributes a range of consumer goods, healthcare & pharmaceutical products, performance materials and specialised machinery & equipment.

When DKSH approached Clickr, they had just taken over the sales distribution of three of Sanofi flagship over-the-counter brands: the Lactacyd range of feminine hygiene products, the Dulcolax range of laxative solutions and Telfast antihistamines.

The challenges were:

  • To establish brand awareness in Singapore with localisation for better engagement
  • To build a new localised social media presence for these three products and build a loyal community & following in Singapore from scratch – despite the established regional social platforms still being live
  • To develop a preference for Dulcolax, Lactacyd and Telfast in a market where consumers may have developed a long-standing preference for ‘household names’ that they have grown up with
  • To drive conversions on marketplaces and third party e-commerce websites like Shopee, Lazada, Guardian and Watsons without a brand website
  • To accurately attribute e-commerce sales to paid marketing efforts despite varied standards of tracking implementation across these sales channels

Strategy

For the average consumer, over-the-counter pharmaceutical products are relatively homogenous, irrespective of the brand – unless they have developed a preference for brands that they used growing up.

To impress a memorable, differentiated brand identity for each brand in the minds of audiences, we needed to step away from the competition, keep the fun element in content, and build on the core content that has resonated with consumers.

Each piece of content we create for Lactacyd, Telfast and Dulcolax is audience-centric – incorporating relatable or local visual elements and references to resonate better with audiences.

Scenario-based content that plays on the root issue that the potential product users would encounter is , we used that focused on real-life scenarios, including office and household environments. Content to push E-commerce sales is taken a step further – compelling audiences to take action and convert. We use a data-driven approach to establishing the visual directions for Lactacyd, Telfast and Dulcolax – optimising our designs over time based on metrics, favouring design styles that gather more positive feedback, interactions and engagement over time.

scope

Execution

Creating a fun image for pharmaceutical brands

For Lactacyd, Telfast and Dulcolax, we approach each content piece individually. Our overall direction is to create content that positions each brand as fun, friendly and approachable in relation to our target audience – to help these pharmaceutical brands overcome the dull ‘medicinal’ image of these products, and push the message that prevention is better than cure, for the greater well-being of audiences.

      Results

      120K
      Reach For Lactacyd
      579K
      Impression For Lactacyd
      250%
      Increase In Followers For Lactacyd
      42.9K
      Reach For Telfast
      206K
      Impression For Telfast
      2.46%
      Increase In Engagement Rate For Telfast
      322%
      Increase In Followers For Dulcolax
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