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AQUILAVie
AQUILAVie Healthcare Hong Kong • 2021-22 • aquilavie.com shop.aquilavie.com
Aquila Healthcare Limited pivoted from B2B medical appliance supply to launching a consumer-facing brand, AQUILAVIE®, with global headquarter in Hong Kong, a strategic hub between production in Mainland China and global markets. Amidst the pandemic, its offering included rapid antigen test kits, masks, gloves, and related PPE to meet surging demand among healthcare professionals and families, and with our help they were able to:
translate B2B reputation into consumer trust, particularly in the Hong Kong's highly sensitive COVID context, bilingual marketing assets.
launch e-commerce platform and social media presence from scratch in mid-2020.
design comfort‑focused marketing assets for sensitive markets like children, while ensuring high accuracy and strong regulatory messaging.
Product Innovation:
AQ Lollipop Dual‑Use COVID‑19 Test
Introduced in August 2022: dual-mode oral + nasal swab, gentle for kids aged 1+, results in 15 min.
Achieved top‑tier sensitivity vs.249 rapid tests in the Paul Ehrlich Institut analysis: 100 % when CT < 25, 95.7 % at CT 25–30.
EU-listed and approved for the market in Hong Kong.
Targeted Launch Campaign:
“Back-to-School Bundle”
Packaged 20 AQ Lollipop kits + 20 kids’ butterfly masks + branded backpack—sold at HK$498 (vs. HK$868 total value)—available only on their official store.
In collaboration with parenting media (e.g. Little Steps, Sassy Mama), ran product reviews and a giveaway campaign, generating organic buzz and an emotional narrative centered on child comfort.
Main Objectives
Lead cross-functional teams across packaging, branding, web development, and social media.
Craft and execute launch campaigns tailored to Hong Kong’s cultural context.
Oversee photoshoots, design of infographics, copywriting, and influencer coordination.
Monitor key KPIs: customers engagement rates, bundle conversions, repeat sales, brand sentiment metrics.
Branding & Packaging Overhaul
Marketed the kids' category with playful design (e.g., butterfly-shaped masks with a bright color palette and lollipops pattern).
Packaging visuals emphasized “gentle testing” and “trusted accuracy”—balancing reassurance with professionalism.
Social Media & Infographics
Developed infographics: step-by-step swab guidance, sensitivity metrics, mask layering visuals.
Shared bite-sized posts across LinkedIn, Facebook and Instagram focusing on:
Comfort of oral sampling
Variant detection (Omicron, Delta, etc.)
Back-to-school readiness
Safety protocols
Media reviews included honest user feedback:
“Just not the nose one mummy”
Sassy Mama review — a key emotional anecdote.
eCommerce Launch
Offered region-specific promotions and localized payment options (HK $/Visa/Alipay).
Donations & CSR
50,000+ test kits, 20,000 masks/shields donated in HK.
Regional adoption
Became a go-to option for parents and schools needing daily testing compliance.
Social media reach
Featured on at least 3 major Hong Kong parenting outlets & shared across Facebook/Instagram/LinkedIn.
Brand recognition skyrocketed among parents during school re-openings.
E-commerce activation achieved first‑ever B2C revenue model for AquilaVIE in HK.
Market leadership in kids’ COVID testing: favorable reviews and repeat purchase signals.
CSR synergy: donations and educational content enhanced brand trust and recognition.
Comfort-driven product innovation: positioned AQ Lollipop as gentler and child-friendly vs. traditional nasal swabs.
Emotional storytelling: user quotes and school narratives amplified trust.
Delightful bundles: value-laden packages with masks & backpack created FOMO and shared social content.
Data‑backed branding: sensitivity stats and EU/HK approvals projected credibility.
Visual clarity: infographics demystified product usage and scientific reassurance.