"Catherine navigate regional complexity at ease and delivered consistently even under stretch resources."
Turning a Crisis into Category Leadership
How we launched an international thought-leadership and ATL campaign during COVID
—driving awareness, credibility, and revenue growth with limited budget.
At a Glance
When COVID hit in 2020, competitors went quiet and marketing activity dropped sharply. With limited budget and lower awareness in a highly competitive regional market, the default move would have been to pause too.
But customer needs were shifting fast — particularly around mental health, preventative care, and virtual support. The market was changing, and the silence created a rare opening: lead the conversation when others stopped showing up.
What We Did
Insights
Capture timing at real market shifts
PR
400+ media coverage across international outlets, including Harvard Business Review, Forbes, SCMP, China Daily, and more.
Research
Focus on HNWIs and Top executives change in perspectives, evolved into annual Thought-leadership campaign : Bupa Wellbeing Index
Impacts
Insight-led product launch to earn trust & sales momentum.
30M
Global Media Impressions
30%
Revenue Uplift in Yr 1 after launch
Why It Worked
When competitors went quiet during COVID, we led the conversation—building credibility at scale and driving measurable commercial impact.
Insight-Led Narrative
Commissioned research at the right timing to anchor messaging in real market shifts to mental health, preventative care, virtual support.
Thought-leadership
Activated top-tier media to position the brand as a credible voice during uncertainty—earning attention when our competitors went silent. Smart timing maximise impact.
Commercial Impact
Connected awareness-building to business outcomes—supporting a premium proposition launch and measurable revenue uplift.
Want to maximise impact with constrained resources?
Zilu helps growth-focused teams build clarity, credibility, and momentum — from strategy through execution.