Integrated Campaign

Calleton

A vitamin E product campaign connecting nutrition education with social content, interactive experiences and retail activation.

Client: Calleton
Year: 2020
Role: Campaign Strategy and Creative Design

The insight

Calleton was launching a new bread product enriched with vitamin E, but awareness of vitamin E and its nutritional value remained relatively limited among younger consumers. The opportunity was to make an overlooked nutritional benefit easier to understand, more relevant to everyday life and more engaging to share.

The approach

The strategy was developed through industry, product, competitor and consumer analysis, then structured around a phased journey from awareness to engagement and retention.

The first stage focused on social exposure through educational and story-led content, supported by KOLs and platforms including TikTok and Xiaohongshu (RedNote). A second wave combined online content with offline activations to extend reach and encourage participation.

The final stage introduced social sharing mechanics, gamified H5 experiences and consumer incentives to support acquisition and retention. The campaign was further extended through branded merchandise and metro advertising, creating a consistent presence across digital and physical touchpoints.

Recognition

The project received a National Gold Prize at the Academy Award of Advertising Festival of College Students.

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