Martians Back-to-School Campaign
STADA is a global healthcare company with a strong consumer health portfolio. It offers a broad range of Consumer Healthcare products across all major health categories.
Multivitamin Martians is a children’s supplement range offering nine different vitamin formulations, each designed to address specific health needs for children. The range is available in multiple kid-friendly formats, including gummies, chewables, and syrups, making daily supplementation both easy and enjoyable.
Brief
The campaign focused on the three Multivitamin Martians Gummies, with the primary objective of positioning them as go-to children’s supplements during the back-to-school season. During this period, parents typically have two main concerns:
- Immunity, due to increased exposure to infections, fatigue, and seasonal illnesses
- Healthy growth, ensuring children receive the essential vitamins needed to support normal development and strong bones
As a result, the campaign emphasized the importance of supporting both immunity and growth during this critical time.
The Three Martians Gummies SKUs
1. Immunity Support
- Helps strengthen children’s immunity, especially at the start of colds and during flu
- Formulated with Echinacea, Vitamin C, and Zinc to support immune system function
2. Acute Immunity Booster
- Supports the body during cold and flu episodes and aids recovery
- Contains Elderberry, Vitamin C, and Zinc to support immune and respiratory health
- Includes Folic Acid to help reduce fatigue and tiredness
3. Healthy Growth
- Supports healthy bone growth and development in children
- Contains the BoneActive complex, including Vitamin D and Vitamin K
Solution
Our approach was based on a clear understanding that while children are the end users, parents are the primary decision-makers. We therefore began by identifying parents’ main back-to-school concerns; immunity, frequent infections, energy levels, and healthy growth, along with their content consumption habits and preferred digital platforms.
Based on these insights, the campaign was designed to:
- Build strong product awareness
- Educate parents on the benefits of the three Multivitamin Martians Gummies SKUs
- Drive qualified traffic to a dedicated landing page to support product purchase
The activation ran for three months, fully aligned with the back-to-school season, when relevance and demand are at their peak.
Our Strategic framework
Eureka Digital developed a 360-degree digital strategy, activating the brand across different digital platforms to reach parents where they are most active.
The core strategic focus was to capture attention through highly engaging, visually led content. To achieve this, we positioned 3D animated videos as the campaign’s primary creative engine.
The animated visuals showcased the multivitamins’ benefits and active ingredients in a colorful, simplified, and playful way, fully aligned with the Martians brand identity, making health benefits easy to understand, emotionally engaging, and memorable for parents.
This framework ensured a strong balance between visual impact, educational value, and performance-driven outcomes.
Key Tactics:
- Content Planning
Content planning was the first and most critical tactic of the campaign. We designed a clear content framework built around three angles, all aligned with back-to-school insights, parent behavior, and platform-specific dynamics.
1. Visual Approach: How We Showcased the Product
We led with high-impact 3D animated visuals to capture attention quickly and simplify complex information.
The visuals were designed to:
- Present multivitamins and active ingredients in a colorful, playful, and dynamic way
- Use simple visual gestures (such as finger swipes and transitions) to reveal ingredients and benefits
- Create short, clean, and highly attractive videos that stop scrolling and stand out in competitive social feeds
2. Message Framework: From Features to Benefits
Rather than focusing on product features, the content translated ingredients into real-life benefits that matter to parents.
The messaging clearly showed:
- How Martians Gummies help prepare children’s immunity for school
- How they support children during acute infections and recovery
- How they ensure children continue to receive essential nutrients for healthy growth and stronger bones
3. Parent Pain Points: Emotional & Practical Relevance
The content directly addressed the emotional and practical challenges parents face when their child has weak immunity.
We highlighted:
- How frequent colds disrupt school attendance and parents’ work routines
- How slow recovery affects a child’s comfort, energy, and daily activities
- How Martians Gummies support faster recovery and help children return to their normal routines with vitality
- Addressing ingredient-related concerns by highlighting that Martians Gummies are free from dyes, preservatives, sweeteners, and gluten
Together, these three angles positioned Martians as a simple, reliable solution for a healthier, more confident, disease-free school year.
These videos were supported by static educational posts introducing the different Martians variants and clearly communicating their benefits.
- Community management & moderation
Actively managing comments, questions, and interactions to maintain engagement, and parent confidence throughout the campaign.
- Media planning & paid ads
Launching and optimizing paid media across a multi-platform mix, including:
- TikTok
- Google Search Network (GSN)
- Google Display Network (GDN)
- Demand Gen campaigns
This approach enabled the campaign to build awareness at scale while driving qualified traffic to the product landing page.
- Traffic & Conversion Enablement
A landing page was developed to capture interest from paid media and guide users toward purchase by providing:
- Clear product information
- A concise benefits overview
- A seamless path to purchase
Results
- 5M+ impression on Google Display Network
- 3M+ video views on TikTok
- 1.7M video views and around 1M total reach on Instagram
- Strong traffic flow to the product landing page during the back-to-school period
It’s great to see the impact of the campaign reflected in realworld interactions.
Appreciate the collaboration and look forward to more success together!
Mohamed Alamin
Marketing Manager | STADA
