Hirudoid | Ztory Inc

HIT THE NAIL ON THE HEAD WITH A STRATEGIC ADVERTISING PLAN

Multiple international surveys have named Hong Kong as one of the world’s most overworked cities. With an average of more than 50 working hours per week, it can be a burden for those whose jobs keep them on their feet or chained to a desk all the time. This is also why a lot of Hongkongers purchase ointments – such as Hirudoid products – as home remedies for muscle stiffness. In order to increase publicity, Hirudoid decided to launch a new advertising campaign for their Forte Cream.

Client

Hirudoid

What We Did

TVC
Editorial Design

Starting with the Product Users' Perspective

As one of the top-rated skincare brands in the market, many have long been aware of Hirudoid. After careful consideration, Ztory realised the key to promoting a well-established brand is to appeal to specific crowds, rather than introducing product features that are already known by consumers. Hence, the team conducted research and discovered office workers, chefs and flight attendants are among those who are most prone to occupational pain in the legs and feet, including cramps, soreness, and spider veins.

When making Hirudoid’s TV ads, Ztory inserted various job-specific scenarios to target customers from different industries; when creating print ads, the team used before and after pictures, as well as data and statistics, to analyse effects and encourage consumption.

A Final Word

This series of Ztory creations have garnered widespread consumer interest and resonance, with clients reporting a four-fold increase in sales for the brand as a result. Evidently, apart from highlighting product specifications, focusing on potential customer’s pain points is the ultimate strategy to success on the first attempt.