Cambodia · Brand & Creative Communications
Abbott Ensure: Give the Gift of Strength
Abbott's Ensure LLS 2.0 campaign in Cambodia aimed to raise consideration among caregivers and users over 40 with the message Give the Gift of Strength. Ruder Finn Era localised regional assets and produced a video with a leading Cambodian KOL and her real mother, launched before Khmer New Year, earning 1.18M video views, 827k reach and 22k engagements.
The challenge
Ensure, Abbott's nutritional supplement, focuses on strength and preventing muscle loss for people over 40. The LLS 2.0 campaign set out to raise consideration not only among Ensure users but among the caregivers who buy for their parents, with the message: keep them as strong as their love is, give the gift of strength.
Regional creative would not carry that emotional message in Cambodia on its own; it needed local faces and a local occasion when giving to parents is on everyone's mind.
Our solution
Selected to creatively lead the campaign, Ruder Finn Era built a digital strategy that localised the regional assets and anchored the launch to Khmer New Year, a time of family, giving and adventure.
The centrepiece was a video shoot with one of Cambodia's leading KOLs and her real mother, turning the gift of strength from a slogan into a genuine mother-daughter moment. Released two weeks before the holiday, the film reached audiences exactly when they were deciding what to give.
The results
- Client
- Abbott
- Market
- Cambodia
- Practice
- Brand & Creative Communications
- Services
- Integrated Brand and Creative, Influencer and KOL Marketing
- Sector
- Healthcare and pharma, FMCG
- Engagement
- Project
