Social Media Content
Astaxin (Content)
About the Project
Challenge:
Swedish astaxanthin brand Astaxin, having refreshed its core values and packaging after 30 years in the Chinese market, now aims to connect with a new generation of consumers. The brand seeks to reshape its content in a more youthful, lifestyle-oriented way, leveraging Chinese social media platforms like Xiaohongshu and WeChat to build lasting brand recognition and foster relationships with younger audiences.
Strategy:
Brann crafted a content approach rooted in Astaxin’s audience segmentation and product benefits, using “scenario-based content marketing” to build relatable themes such as Radiant Skincare, Late-Night Recovery, and High-Energy Workdays. This method not only resonates with young consumers’ daily lives but also expands Astaxin’s reach to new potential users.
Additionally, Brann drew from Astaxin’s brand DNA to establish “Nordic Minimalist Wellness,” inspired by the Swedish concept of Lagom (“just the right amount”), seamlessly integrating Swedish culture and lifestyle while underscoring the benefits of astaxanthin. This strategy transforms Astaxin from a functional product into a lifestyle choice, fostering deeper connections and enduring appeal among younger consumers.
Challenge:
Swedish astaxanthin brand Astaxin, having refreshed its core values and packaging after 30 years in the Chinese market, now aims to connect with a new generation of consumers. The brand seeks to reshape its content in a more youthful, lifestyle-oriented way, leveraging Chinese social media platforms like Xiaohongshu and WeChat to build lasting brand recognition and foster relationships with younger audiences.
Strategy:
Brann crafted a content approach rooted in Astaxin’s audience segmentation and product benefits, using “scenario-based content marketing” to build relatable themes such as Radiant Skincare, Late-Night Recovery, and High-Energy Workdays. This method not only resonates with young consumers’ daily lives but also expands Astaxin’s reach to new potential users.
Additionally, Brann drew from Astaxin’s brand DNA to establish “Nordic Minimalist Wellness,” inspired by the Swedish concept of Lagom (“just the right amount”), seamlessly integrating Swedish culture and lifestyle while underscoring the benefits of astaxanthin. This strategy transforms Astaxin from a functional product into a lifestyle choice, fostering deeper connections and enduring appeal among younger consumers.
Challenge:
Swedish astaxanthin brand Astaxin, having refreshed its core values and packaging after 30 years in the Chinese market, now aims to connect with a new generation of consumers. The brand seeks to reshape its content in a more youthful, lifestyle-oriented way, leveraging Chinese social media platforms like Xiaohongshu and WeChat to build lasting brand recognition and foster relationships with younger audiences.
Strategy:
Brann crafted a content approach rooted in Astaxin’s audience segmentation and product benefits, using “scenario-based content marketing” to build relatable themes such as Radiant Skincare, Late-Night Recovery, and High-Energy Workdays. This method not only resonates with young consumers’ daily lives but also expands Astaxin’s reach to new potential users.
Additionally, Brann drew from Astaxin’s brand DNA to establish “Nordic Minimalist Wellness,” inspired by the Swedish concept of Lagom (“just the right amount”), seamlessly integrating Swedish culture and lifestyle while underscoring the benefits of astaxanthin. This strategy transforms Astaxin from a functional product into a lifestyle choice, fostering deeper connections and enduring appeal among younger consumers.
Industry
Nutraceuticals
Health and Wellness
Year
2023 - 2024
