At Mashwire, we excel at creating impactful marketing strategies that not only highlight our client's products but also engage and inspire their audience. Our recent project with NESTLÉ OMEGA PLUS to launch their new Dark Choc flavour is a perfect example of our expertise in conceptualizing and curating effective media kits for Key Opinion Leaders (KOLs) and celebrities.

For over two decades,NESTLÉ OMEGA PLUS has been a leading advocate for heart health awareness, emphasizing the importance of managing heart health risks such as high cholesterol. As the first and only adult milk powder in Singapore enriched with plant sterols, NESTLÉ OMEGA PLUS has demonstrated effectiveness in lowering blood cholesterol levels, a significant risk factor for coronary heart disease.

Our Objective

Our primary objective was to introduce NESTLÉ OMEGA PLUS Dark Choc as a flavorful solution for cholesterol management. To achieve this, we leveraged the influence of KOLs to amplify awareness and generate excitement around the product while highlighting the USPs of the product.

Our Consumer-First Strategy

Our strategy was rooted in the idea of habit formation. By providing a 30-day supply, we aimed to integrate the product seamlessly into daily routines, encouraging regular consumption. The inclusion of recipes and additional products was intended to inspire creative and enjoyable ways to incorporate NESTLÉ OMEGA PLUS into various drinks, enhancing motivation and adherence to the challenge.

The Media Kit

We developed a comprehensive media kit centered around the #30DaysCholesterolChallenge. This kit was designed to integrate NESTLÉ OMEGA PLUS into the daily routines of individuals, encouraging them to consume two glasses daily over a 30-day period, a timeline proven to help build lasting habits.

Each box is personalised with the KOLs' names, enhancing the message of “Love Your Heart” and fostering a stronger brand connection. Included in the media kit is a shaker bottle to promote convenient consumption of Nestlé Omega Plus, allowing users to enjoy the drink on the go.

To inspire new consumption occasions and showcase enjoyable ways to integrate Nestlé Omega Plus into daily life, the kit features a recipe booklet. This booklet offers various recipes incorporating Nestlé Omega Plus into different beverages, supported by additional ingredients such as matcha powder and Nescafé Gold. It also educates consumers on the health and nutritional benefits of Nestlé Omega Plus, encouraging flexible consumption throughout the day without strict routines.

To further support the KOLs' journey to better heart health, vouchers for future purchases of Nestlé Omega Plus were included.

KOL Engagement

The media kits received an overwhelmingly positive response from organic KOLs, who enthusiastically shared their personalised drinks from the recipe booklet with their audiences. This engagement generated an estimated reach of almost half a million with approximately millions of organic impressions and high conversion rates from organic seeding.

Our engagements with celebrities and KOLs such as Siau Jia Hui, Bryan Wong, and Maureen Ow (misstiamchiak) also yielded significant results. The campaign reached approximately half a hundred thousand individuals, garnering thousands of impressions, with an average engagement rate of 2X the industry standard.

If your brand is looking to launch your newest product, contact us today!