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src="https://uploads.digital-business-lab.com/wp-content/uploads/2024/03/28155059/DBL-project-banner-Durotuss.jpg" draggable="false" /> <img class="hero-image tablet-image img-fluid" src="https://uploads.digital-business-lab.com/wp-content/uploads/2024/03/28155059/DBL-project-banner-Durotuss.jpg" draggable="false" /> <img class="hero-image mobile-image img-fluid" src="https://uploads.digital-business-lab.com/wp-content/uploads/2024/03/28155059/DBL-project-banner-Durotuss.jpg" draggable="false" /></div><div class="container"><div class="single-header"> <a class="backto" href="https://digital-business-lab.com/projects/"> <i class="fas fa-angle-left"></i> Back to Our Projects </a><div class="project-meta"><span class="client">iNova Pharmaceuticals — </span>Launch of DURO-TUSS new product Herbal Dry Cough Liquid</div><h1>Collecting First-Party Data Through DURO-TUSS’s New Product Launch Campaign</h1><div class="project-services services"><ul><li><a href="https://digital-business-lab.com/social-media-marketing/" title="View social media marketing projects">Social Media Marketing</a></li><li><a href="https://digital-business-lab.com/social-media-strategy/" title="View social media strategy projects">Social Media Strategy</a></li><li><a href="https://digital-business-lab.com/influencer-marketing/" title="View influencer marketing projects">Influencer Marketing</a></li><li><a href="https://digital-business-lab.com/video-production/" title="View video production & live streaming projects">Video Production & Live Streaming</a></li></ul></div></div><div class="post-content"><div class="wpb-content-wrapper"><div class="vc_row wpb_row vc_row-fluid"><div class="wpb_column vc_column_container vc_col-sm-12"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="wpb_video_widget wpb_content_element vc_clearfix vc_video-aspect-ratio-169 vc_video-el-width-60 vc_video-align-center" ><div class="wpb_wrapper"><div class="wpb_video_wrapper"><iframe title="DURO-TUSS® Herbal Dry Cough Liquid – Marshmallow Root Extract 15s" width="500" height="281" src="https://www.youtube.com/embed/0OzvFvCTclE?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe></div></div></div></div></div></div></div><div class="vc_row wpb_row vc_row-fluid"><div class="wpb_column vc_column_container vc_col-sm-4"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="wpb_text_column wpb_content_element" ><div class="wpb_wrapper"><h2><strong><span style="font-family: Assistant, serif;">The Brief</span></strong></h2><p>Our objective is to reinforce the DURO-TUSS® brand’s position as the leading solution for cough relief while educating consumers on selecting the appropriate product for their cough type:</p><ol><li>Introduce DURO-TUSS® Herbal Dry Cough Liquid (Marshmallow) as a premier, natural solution for dry cough.</li><li>Promote DURO-TUSS® Chesty Cough Liquid (Ivy Leaf) as an effective, natural remedy for chesty cough.</li></ol><h2><strong style="color: inherit; font-family: inherit; font-size: 1.8rem;"><span style="font-family: Assistant, serif;">The Objective</span></strong></h2><p>Brand Awareness & Audience Education</p></div></div></div></div></div><div class="wpb_column vc_column_container vc_col-sm-8"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="wpb_text_column wpb_content_element" ><div class="wpb_wrapper"><h2><strong>The Solution</strong></h2><p>Our strategy for launching DURO-TUSS® Herbal Dry Cough Liquid embodies an omnichannel approach designed for maximum engagement and educational impact:</p><ul><li><strong>Out-of-home (OOH) and Social Media:</strong> We utilize strategic placements and tailored content to highlight DURO-TUSS®’s natural benefits and counteract cough treatment myths, building initial awareness and fostering community dialogue.</li><li><strong>Digital Targeting & YouTube Content:</strong> Targeted digital ads and brief, engaging videos aim to resonate with key demographics, emphasizing the non-drowsy, herbal qualities of our products.</li><li><strong>Interactive Ads:</strong> Innovative ads challenge misconceptions, engaging users while collecting insights for refined retargeting and education on proper cough treatment selection.</li></ul><p>This streamlined strategy focuses on educating consumers, enhancing brand awareness, and establishing DURO-TUSS® as a leader in natural cough solutions through thoughtful content and engaging, data-driven tactics.</p></div></div></div></div></div></div><div class="vc_row wpb_row vc_row-fluid"><div class="wpb_column vc_column_container vc_col-sm-10 vc_col-sm-offset-1"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="vc_separator wpb_content_element vc_separator_align_center vc_sep_width_100 vc_sep_pos_align_center vc_sep_color_grey wpb_content_element vc_separator-has-text" ><span class="vc_sep_holder vc_sep_holder_l"><span class="vc_sep_line"></span></span><h4>Social Media Strategy - Influencer Marketing - Paid Advertising - Content Creation - Social Media Analytics</h4><span class="vc_sep_holder vc_sep_holder_r"><span class="vc_sep_line"></span></span></div><div class="wpb_single_image wpb_content_element vc_align_center wpb_content_element"><h2 class="wpb_heading wpb_singleimage_heading">Integrated Campaign Elements</h2><figure class="wpb_wrapper vc_figure"><div class="vc_single_image-wrapper vc_box_border_grey"><img fetchpriority="high" decoding="async" width="1200" height="675" src="https://uploads.digital-business-lab.com/wp-content/uploads/2024/04/03151714/Feed-%E5%89%AF%E6%9C%AC-%E5%89%AF%E6%9C%AC-1-1200x675.gif" class="vc_single_image-img attachment-large" alt="Integrated element for DURO TUSS" title="Integrated element for DURO TUSS" srcset="https://uploads.digital-business-lab.com/wp-content/uploads/2024/04/03151714/Feed-%E5%89%AF%E6%9C%AC-%E5%89%AF%E6%9C%AC-1-1200x675.gif 1200w, https://uploads.digital-business-lab.com/wp-content/uploads/2024/04/03151714/Feed-%E5%89%AF%E6%9C%AC-%E5%89%AF%E6%9C%AC-1-300x169.gif 300w, https://uploads.digital-business-lab.com/wp-content/uploads/2024/04/03151714/Feed-%E5%89%AF%E6%9C%AC-%E5%89%AF%E6%9C%AC-1-768x432.gif 768w, https://uploads.digital-business-lab.com/wp-content/uploads/2024/04/03151714/Feed-%E5%89%AF%E6%9C%AC-%E5%89%AF%E6%9C%AC-1-1536x864.gif 1536w, https://uploads.digital-business-lab.com/wp-content/uploads/2024/04/03151714/Feed-%E5%89%AF%E6%9C%AC-%E5%89%AF%E6%9C%AC-1-640x360.gif 640w, https://uploads.digital-business-lab.com/wp-content/uploads/2024/04/03151714/Feed-%E5%89%AF%E6%9C%AC-%E5%89%AF%E6%9C%AC-1-576x324.gif 576w, https://uploads.digital-business-lab.com/wp-content/uploads/2024/04/03151714/Feed-%E5%89%AF%E6%9C%AC-%E5%89%AF%E6%9C%AC-1-992x558.gif 992w" sizes="(max-width: 1200px) 100vw, 1200px" /></div></figure></div><div class="wpb_text_column wpb_content_element" ><div class="wpb_wrapper"><p><strong>Educating the Audience:</strong><br /> The combination of organic content, innovative ads tech, and Out-of-Home advertising collectively educated the audience on the importance of selecting the proper cough remedy.</p><p>This integrated approach increased awareness of DURO-TUSS® as a leader in cough treatment and drove home the message of its natural, practical solutions for both chesty and dry coughs.</p></div></div><div class="wpb_single_image wpb_content_element vc_align_center wpb_content_element"><h2 class="wpb_heading wpb_singleimage_heading">Influencer Collaboration</h2><figure class="wpb_wrapper vc_figure"><div class="vc_single_image-wrapper vc_box_border_grey"><img decoding="async" width="1200" height="675" src="https://digital-business-lab.com/wp-content/uploads/2024/04/Feed-10.gif" class="vc_single_image-img attachment-large" alt="duro tuss kol content" title="duro tuss kol content" /></div></figure></div><div class="wpb_text_column wpb_content_element" ><div class="wpb_wrapper"><p>We engaged a carefully selected group of five Key Opinion Leaders (KOLs) in Singapore, with followings ranging from 39K to 279K.</p><p><strong>The influencers engaged were:</strong></p><p>Esther Rachel (<a href="https://www.instagram.com/p/C0T09aLyDUl/">@estherachel</a>), Melissa Koh (<a href="https://www.instagram.com/p/C1DuHlNyc8g/">@melissackoh</a>), Zonia Raymond (<a href="https://www.instagram.com/p/C0VbMV9y9Yz/?img_index=1">@zoniaraymond</a>) and Sarah Cheng (<a href="https://www.instagram.com/p/Cz-sBfryQGy/?img_index=3">@sarahxmiracle</a>) focused on the <em><strong>parenting community</strong></em>, offering relatable insights and personal experiences on managing children’s coughs with DURO-TUSS®;</p><p>Khaw Xin Lin (<a href="https://www.instagram.com/p/C1EvUhbJmNn/?img_index=1">@xinlinnn</a>) targeted<em><strong> lifestyle enthusiasts</strong></em>, emphasizing the herbal, natural components of DURO-TUSS® and its benefits for overall well-being. This appealed to those interested in health-conscious living.</p><p>The strategic selection of KOLs ensured a targeted reach that addressed our audience’s diverse needs and concerns. Their content generated significant engagement, with Zonia and Melissa achieving the highest reach and engagement, respectively, and Xin Lin’s post receiving notable saves, indicating a strong interest in the brand’s message.</p></div></div><div class="wpb_text_column wpb_content_element" ><div class="wpb_wrapper"></div></div><div class="circles-block wpb_content_element"><div class="circle-block active has-more"><div class="circle-inner"><div class="title">90K+</div><div class="subtitle">Total Reach</div></div><div class="separator"></div><div class="circle-more">from 5 influencers</div><div class="circle-separator"><div class="icon-angle-right"></div></div></div><div class="circle-block has-more"><div class="circle-inner"><div class="title">1.5M+</div><div class="subtitle">Targeted Audience</div></div><div class="separator"></div><div class="circle-more">reached on Meta</div><div class="circle-separator"><div class="icon-angle-right"></div></div></div><div class="circle-block has-more"><div class="circle-inner"><div class="title">$2.70</div><div class="subtitle">Average CPM</div></div><div class="separator"></div><div class="circle-more">via Google Ads</div></div></div><div class="wpb_text_column wpb_content_element" ><div class="wpb_wrapper"></div></div><div class="wpb_text_column wpb_content_element" ><div class="wpb_wrapper"><h2>Key Takeaways</h2><p>Here are key takeaways that any brand can learn from this campaign:</p><ol><li><strong>Careful Selection of Influencers:</strong> we carefully chose a diverse group of five KOLs in Singapore, blending parenting and lifestyle niches to ensure a targeted campaign reach. This mix enabled the campaign to <strong>resonate deeply across different segments</strong>, mainly targeting parents needing effective cough solutions and individuals focused on health and wellness.</li><li><strong>Strategic Collaboration with Wagawin:</strong> We partnered with Wagawin to develop interactive ads, leveraging common myths about cough treatment to engage users and gather first-party data for refined targeting on Meta platforms. These ads play a pivotal role in <strong><em>correcting misconceptions</em></strong>, <em><strong>captivating the audience’s attention</strong></em> and <em><strong>providing valuable insights</strong></em>, allowing for more effective retargeting and education through Meta platforms.</li></ol><p>The combination of influencer outreach and Wagawin’s interactive ads created a multifaceted educational effort, effectively informing the audience about the specific benefits of DURO-TUSS® Herbal Dry Cough Liquid and the importance of choosing the proper cough solution.</p></div></div></div></div></div></div><div class="vc_row wpb_row vc_row-fluid"><div class="wpb_column vc_column_container vc_col-sm-12"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="cta-block wpb_content_element"><div class="title">Unlock your brand's potential with innovative ads and influencer collaborations today!</div><div class="cta"> <a href="https://digital-business-lab.com/contact-us/" class="btn btn-primary" title="Unlock your brand's potential with innovative ads and influencer collaborations today!">Contact Us</a></div></div></div></div></div></div><div class="vc_row wpb_row vc_row-fluid"><div class="wpb_column vc_column_container vc_col-sm-10 vc_col-sm-offset-1"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="wpb_text_column wpb_content_element" ><div class="wpb_wrapper"><h2><strong>About iNova Pharmaceuticals</strong></h2></div></div></div></div></div></div><div class="vc_row wpb_row vc_row-fluid"><div class="wpb_column vc_column_container vc_col-sm-10 vc_col-md-3 vc_col-sm-offset-1"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="vc_row wpb_row vc_inner vc_row-fluid"><div class="wpb_column vc_column_container vc_col-sm-12"><div class="vc_column-inner"><div class="wpb_wrapper"></div></div></div></div><div class="wpb_single_image wpb_content_element vc_align_center wpb_content_element"><figure class="wpb_wrapper vc_figure"><div class="vc_single_image-wrapper vc_box_border_grey"><img loading="lazy" decoding="async" width="300" height="130" src="https://uploads.digital-business-lab.com/wp-content/uploads/2024/03/28150419/inova-v1-300x130.png" class="vc_single_image-img attachment-medium" alt="iNova logo" title="inova-logo" srcset="https://uploads.digital-business-lab.com/wp-content/uploads/2024/03/28150419/inova-v1-300x130.png 300w, https://uploads.digital-business-lab.com/wp-content/uploads/2024/03/28150419/inova-v1-768x333.png 768w, https://uploads.digital-business-lab.com/wp-content/uploads/2024/03/28150419/inova-v1-576x250.png 576w, https://uploads.digital-business-lab.com/wp-content/uploads/2024/03/28150419/inova-v1-992x430.png 992w, https://uploads.digital-business-lab.com/wp-content/uploads/2024/03/28150419/inova-v1.png 1064w" sizes="(max-width: 300px) 100vw, 300px" /></div></figure></div></div></div></div><div class="wpb_column vc_column_container vc_col-sm-10 vc_col-md-offset-1 vc_col-md-6 vc_col-sm-offset-1"><div class="vc_column-inner"><div class="wpb_wrapper"><div class="wpb_text_column wpb_content_element" ><div class="wpb_wrapper"><p>iNova Pharmaceuticals distributes a wide range of market-leading, branded prescription medicines and consumer healthcare products to over 20 countries across Asia, Australasia, and Africa.</p><p>iNova Pharmaceuticals owns and distributes a well-known and trusted range of category-leading brands. This portfolio includes weight management, cough and cold, throat, pain management, vitamins, health supplements, dermatology, cardiology, respiratory health, allergy and female health products.</p></div></div></div></div></div></div></div></div><div class="featured-projects"><h3>Featured Projects</h3><div class="post-grid thumbs-grid"><div class="row"><div class="col-sm-6 col-lg-4"><div class="thumb-item"><div class="featured-image"> <a href="https://digital-business-lab.com/projects/boost-worldwide-organic-engagement-on-social-media-through-impactful-content/" title="Boost worldwide social media engagement & corporate visibility through impactful content"><div class="item-image"><img width="450" height="250" src="https://uploads.digital-business-lab.com/wp-content/uploads/2021/09/10211222/oie_OoAayfyWhbqY-450x250.jpg" class="img-fluid" alt="" decoding="async" loading="lazy" /></div><div class="item-client">Alibaba Group</div><div class="item-title">Boost worldwide social media engagement & corporate visibility through impactful content</div> </a></div></div></div><div class="col-sm-6 col-lg-4"><div class="thumb-item"><div class="featured-image"> <a href="https://digital-business-lab.com/projects/localized-marketing-strategy-regional-instagram-account-launch/" title="Localized marketing strategy for regional Instagram account launch"><div class="item-image"><img width="450" height="250" src="https://uploads.digital-business-lab.com/wp-content/uploads/2020/06/15144948/20200424-INF-grid2-e1588149643798-450x250.jpg" class="img-fluid" alt="" decoding="async" loading="lazy" /></div><div class="item-client">INFINITI</div><div class="item-title">Localized marketing strategy for regional Instagram account launch</div> </a></div></div></div><div class="col-sm-6 col-lg-4"><div class="thumb-item"><div class="featured-image"> <a href="https://digital-business-lab.com/projects/introduce-new-luxury-product-via-influencer-marketing-on-little-red-book/" title="Luxury product launch leveraging influencer marketing on Little Red Book"><div class="item-image"><img width="450" height="250" src="https://uploads.digital-business-lab.com/wp-content/uploads/2020/02/21175645/oie_tI7Z6CtG4Esb-450x250.jpg" class="img-fluid" alt="" decoding="async" loading="lazy" /></div><div class="item-client">Dior</div><div class="item-title">Luxury product launch leveraging influencer marketing on Little Red Book</div> </a></div></div></div><div class="col-sm-6 d-none d-sm-flex d-lg-none"><div class="thumb-item"><div class="featured-image"> <a href="https://digital-business-lab.com/projects/influencer-video-marketing-boost-exposure-new-market/" title="Influencer video marketing to boost exposure in new market"><div class="item-image"><img width="450" height="250" src="https://uploads.digital-business-lab.com/wp-content/uploads/2020/04/15145100/Bon-Parfumeur-grid-2-1-450x250.jpg" class="img-fluid" alt="" decoding="async" loading="lazy" /></div><div class="item-client">Bon 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