How we helped a traditional brand stay relevant in the Digital Era
Huiji is a well-known brand in Singapore that specialises in trading and distribution of medical and health products. As competition for health products intensified over the years, Huiji decided to engage us to come out with digital strategies to capture new market and demographics.
The millennial generation on social media would generally try to disassociate themselves with anything that is “uncool”. Given that Huiji’s products are traditionally geared towards the older generation, we are faced with a huge challenge, as millennials might not engage with or share Huiji contents to their feed.
Besides, the transition would also need to take place incrementally so as to not deviate too fast from their original branding.
We came up with contents that millennials can personally relate to: backaches due to long hours in the office, common colds and confinement.
As a brand that produces innovative Traditional Chinese Medicine (TCM) products, we started by creating contents that bust age-old myths that might have been passed down by the older generation with science and facts. This resonated well with the millennials as they started tagging each other in the posts.
Once the fans started perceiving Huiji as a legitimate source of health information, we then created contents and memes that ride on the latest event, festivals or trending news.
We will let our results do the talking:
114K reach, 1,524 engagement
178K reach, 876 engagement
133K reach, 994 engagement
Huiji is now expanding into Malaysia and other parts of Asia.
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After being established in Singapore, Huiji decided to expand to the overseas market. Incepte is proud to also handle Malaysia region for Huiji and Search Engine Optimisation is one of the services we are implementing for Huiji in Malaysia.
The challenge is that bigger players such as Yu Yan Seng has been in Malaysia for around for 30 years, and we are penetrating Malaysia market as a new brand. Also, optimising a new website requires time and rigorous effort to succeed.
As usual, we implemented a SEO campaign that suits Huiji. We provide valuable contents as well as quality backlinks to help Huiji increase their online presence in Malaysia.
As of now, most of the keywords are ranking on Page 1 on Google.com.my. Some of the keywords include: TCM Malaysia, Waist Tonic, TCM Supplements, best tonic for fatigue, health tonic for men, health tonic for women, traditional chinese medicine online.
|– confinement food recipes for breast feeding|
|– Health Tonic for man|
|– Health Tonic for women|
|– best tonic for fatigue|
Moreover, in order to reach out to as many people as possible, we implemented SEM campaigns such as GDN and Youtube Marketing to reach out to as many relevant people as possible at an extremely low cost.