Radian - 360 marketing campaign
Stada Pharmaceutical approached Amplify Marketing to develop a 360-degree strategy to launch their muscle and pain relief Radian product range into the Middle Eastern market.
Amplify conducted the 5D Methodology to identify the brands’ strengths, weaknesses, opportunities and threats. We developed a 360-degree marketing strategy to increase awareness, engagement, education and drive sales.
Amplify identified during the Discovery phase that customers needed educating on when to use the heat (before exercise) and ice (after exercise) products. The Discovery phase highlighted that the dated packaging did not appeal to the younger, fitness audience that Radian wished to target. As the packaging can not be changed, Amplify developed a key visual that modernised the brand and increased the desire to use.
Amplify created content, manage and publish Radian social media content across the Middle East. We utilized the Instagram grid to educate on how and when to use the products.
We designed and developed a localised UAE website to A/B test to the markets different audiences.
Amplify have created 3D models of the Radian products, as well as in-store merchandising POS.
We developed the concept for Radian’s beach hut sponsorship of the 2019 Dubai Fitness Challenge with a pre-workout area for warm-up (Radian Heat) and a post-workout area (Radian Ice). To encourage people to engage with the brand and reward them for doing so, Amplify created a spin the wheel game to allow participants to win prizes.
Amplify organised and managed the sponsorship of the Radian Dragon’s Football club, who compete weekly in the Dubai Amateur Football League. The players wear Radian sponsored kit and receive Radian products, in exchange for social media user-generated content.
The Radian Arabia Facebook page has grown to over 76,000-page likes, generated a 60% increase in page impressions and received a 158% increase in post likes. The Instagram page has achieved over 1 million impressions in the first 4 months and over 13,000 profile views.
“The Radian brand is performing really well in terms of brand awareness and engagement on social media channels! We love working with Amplify, who consistently think outside of the box and help us differentiate the brand from its competitors!”