Easily the most popular topical pain reliever in Asia, Zheng Gu Shui (正骨水) is an external analgesic liniment with a rich history spanning over 500 years. When they approached us to create an awareness campaign, we knew we had to honor their long and storied heritage, which dates back to the Tang Dynasty (618-907 AD), when traditional Chinese medicine practitioners developed effective remedies for injuries sustained by soldiers and laborers.
For generations, Zheng Gu Shui has been passed down from grandparents to parents and then to the next generation. It has been a trusted remedy for childhood bumps and bruises and continues to support millions of Chinese families through the aches and pains of adulthood.
Our campaign, "Listen to Your Grandma," celebrates this tradition of family inheritance. With zero initial social media presence, we designed and executed a three-month targeted Instagram and Facebook campaign that evoked nostalgia and honored the vital role grandmothers play in Chinese families. To build brand awareness, in addition to building their social media presence through owned posts and sponsored reels, we partnered with five micro-influencers who helped us connect with our primary audience: Chinese Americans in North America aged 18-45.
Timed to coincide with the celebration of Chinese New Year, the campaign delivered outstanding results, surpassing initial targets with over 1 million individuals reached across social media and 1.5 million impressions.
By implementing a comprehensive social owned, paid and influencer strategy—leveraging multiple rounds of content to adapt quickly to our target audience’s preferences—the campaign successfully evoked nostalgia and fond memories for those who grew up in traditional Chinese households.
Despite limited resources and budget, we strategically partnered with key micro-influencers across both amateur and professional sports and wellness sectors, creating and sponsoring content that resonated across Instagram Stories, Reels, and posts. As a result, the campaign significantly outperformed industry benchmarks, achieving an overall user engagement rate of over 15%—more than 3X the average.
1M+
1.5M+
15%
4X
Design Sprint
Brand Strategy
Social Media Campaign
Digital Campaign
