China
New Roots Herbal
Superheros
CASE STUDY
Insight
New Roots Herbals rank among North America’s industry leaders for innovative, evidence-based natural health products. Combining a team of naturopathic practitioners and doctors with some of the best science and nature has to offer, they have developed a large range of products which have a lot of appeal to Chinese and APAC consumers. One of the key challenges faced by New Roots Herbal in China was brand recognition. Through surveys and social listening activities, we learned that consumers had a hard time identifying the brand.
CASE STUDY
Actions
Leveraging insights from the target audience and using creative thinking, we suggested to New Roots Herbal to design cartoon characters to personify each of their hero products and their health benefits. We worked with a famous illustrator to make the characters come to life across stories and developed IP collaborations. This initiative created a more interesting brand experience with an element of gamification that is very popular in Chinese shopping culture. This helped the brand generate over millions of impressions, increased the brand’s recall rate, and boosted the brand’s search results ranking on e-commerce channels.
