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Singapore lies just 137 km north of the equator, yet 40% of its population is vitamin D deficient because they deliberately avoid sunlight. They often overlook vitamin D's role in immunity support, and many don’t realise they can get it from sources other than the sun.

The campaign aims to raise awareness that MARIGOLD HL Milk is rich in vitamin D, which supports a strong immune system, through a short, memorable social video tailored for Facebook and Instagram.

To dramatise the idea of sunlight deficiency, we chose a character who literally never sees daylight—a vampire. Despite his sunless lifestyle, he isn’t short of vitamin D because he drinks MARIGOLD HL Milk.
The idea employs light-hearted humour and unexpected storytelling to prompt people to reconsider their source of vitamin D—and ties it cleverly to the product benefit

The video opens on a fridge door creaking open in a dim kitchen. A pale hand reaches in and grabs a pack of MARIGOLD HL Milk and pours it into a glass.
It then reveals Dracula drinking and savouring the milk.
This is accompanied by a voiceover: “Lack of sunlight? Thankfully there’s another source of vitamin D.”
In 15 seconds, the video educates, entertains, and delivers the message with clarity and humour—the ideal recipe for social consumption.
Results: (Facebook & Instagram campaign – May 2025)
• Hook Rate: 100% (100% of viewers watched past the 3-second mark)
• Completion Rate: 96% (92,018 out of 95,843 impressions watched till the end)
• Benchmark Comparison: Other videos run by MARIGOLD HL Milk in May achieved only a 30% completion rate.

The vampire spot stood out not just creatively, but also massively outperformed other campaign assets, demonstrating the power of a simple, humorous idea.