Insight- Although women are conscious about the external facet of their body, they tend to ignore the other facet, which is their internal strength. Their bone health.
Idea- #CountYourCalcium. Through Facebook posts, Instagram, paid media banners and contextual messaging on sites frequented by women, we drive awareness of the importance of Bone Health and lead them to take the Calcimeter Test. The Calcimeter is an app that tells you the exact amount of Calcium your’re getting in your foods and whether it is enough for your bone health.
It’s a trend for people to put up their food pictures on Instagram. We identify images using #foodporn #eat #yummy #recipe #diet etc. and reply them with branding those images with their actual Calcium content-
Contextual banners on food sites-
Contextual banners on beauty sites-
Contextual banners on fitness sites-
Contextual banners on health sites-
Generic banner (age)-
Generic banner (diet)-
The web version of the app home-page and the subsequent screens-