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From the 13th Annual Shorty Awards

Culturelle Immune Health COVID-19 Campaign

Entered in Local Campaign

About this entry

Culturelle Immune Health / COVID-19 Campaign objectives and goals: 

Why does this entry deserve to win?

The Strategy

Probiotics are not only a key in good intestinal functioning, but are also an important tool in protecting immune health, as 70% of the immune system lives in the intestinal system. As Covid-19 began spreading throughout S. Korea and consumers looked for more ways to protect themselves against the coronavirus, Culturelle made it a priority to communicate how probiotics can help consumers further protect themselves. This encouraged us to launch a campaign with a “Shield against Vulnerabilities” messaging, highlighting how regularly taking probiotics and balanced intestinal health was scientifically useful at mitigating serious COVID-19 symptoms. 

Hylink adopted a highly integrated media buy, PR and social media strategy for the campaign, including Display Ads throughout key Korean digital channels. A series of 8 videos with medical experts focused on how to protect yourself against COVID, PR articles promoting donating Culturelle probiotics to senior members of the society, and numerous social posts further highlighting protection tips. The campaign was carried out in two phases to adapt to epidemic situations in Korea.

The execution

As COVID-19 began in early February, Phase I of this campaign was launched on Naver, the most widely-used South Korean portal, Kakao, one of the most popular local social platform in South Korea as well as Facebook and Instagram to take part in the growing interest in preemptive health products like Culturelle. 

As COVID continued, in May, Phase II extension was added to continue maximizing Culturelle’s brand awareness as interest in immune health continued to grow. The campaign was finalized with influencer sales in the summer, as the second wave reached its peak.

Hylink kicked off a series of videos with popular questions about COVID and COVID prevention with two of Culturelle’s medical experts to promote Cullturelle’s professional, reliable and authoritative brand image. The video series was so comprehensive that it is slated for global distribution starting in early 2021.

To further increase brand awareness and to generate CSR opportunities in S. Korea, Culturelle donated 1,000 packs of its key SKU, Digestive Health, to S. Korea’s Senior Citizen Support Organization. The press release was distributed to major consumer and trade publications in S. Korea to enlarge the audience reach.


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Entrant Company / Organization Name

Hylink Digital, Culturelle

Entry Credits