Tiger Balm leverages data to target audiences in a citywide campaign

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Analgesic brand Tiger Balm has rolled out a campaign with multiple touchpoints, leveraging data insights to target three audience segments across different platforms.

In collaboration with PHD Hong Kong and its in-house creative arm Fuse, the campaign is aimed at raising local awareness of the brand and refreshing brand relevancy by tapping into newfound usage occasions and target audiences.

Leveraging data insights drawn from previous campaigns over the years of PHD Hong Kong's long-term partnership with Tiger Balm, combined with other data points such as search trends, consumer sentiment and focus group discussions, the agency identified three audience segments and came up with a tagline "Little tiger got your back" (老虎都撐你), as well as a brand video and contextualised creatives pertaining to target segments, namely: housewives, white-collar workers, and couriers.

Apart from TV and transport media, the campaign has also leveraged private marketplaces and programmatic to reach out to target audiences too.

“Tiger Balm has always been a trusted brand with a proven track record in relieving muscle pain. We just needed to refresh its reputation and translate the brand’s efficacy into a more contemporary context. By employing a data-driven approach, we present a fresh new side to the brand that is more relevant to modern lifestyles,” commented Clement Chung, CEO of PHD Hong Kong.

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