Similac Campaign 2018
Challenge: New Similac with HMO ( a natural immunity booster) was a breakthrough formulation — Abbott Nutrition’s biggest innovation play in decades. However, Similac’s positioning in our markets in SEA has always been based on cognition and not on immunity.
Idea: We discovered that when children are not healthy or when they fall sick their ability to learn faster gets interrupted. Because the nutrients required for brain development get diverted to fight infections. This is a powerful new insight into child nutrition, but it’s not exactly intuitive. So extensive concept testing with consumers in Vietnam, the Philippines, and Singapore helped us identify a simple idea articulation – four words that give moms our entire “reason why”.
STRONG KIDS LEARN FASTER.
We worked with the Abbott medical affairs and marketing teams to roll out a marketing toolkit for both consumers as well as healthcare professionals.
Results:
The best-tested marketing campaign for Abbott Nutrition International, across all brands with the highest ever persuasion scores.
Increased market share by 4% in PH and 2% in total Pacific Asia.
Similac Campaign 2019
Challenge: To build long-term brand differentiation and relevance amidst the changing parenting paradigm. And intensify consumer engagement and resonance of Similac’s cognition + immunity benefit among Millennial Parents.
Idea: The ‘Together Creates Amazing’ brand platform tapped into an emerging parenting trend where millennial dads were taking an active role in raising their child and showcased how a child learns best when mom and dad come together with their different learning approaches.
Along with local marketing teams across SEA and their partners, we helped create further PR and engagement across their media and social channels.
Results:
Similac continued increasing its market share and become the fastest-growing brand in the category.
Grew 4.5X the market
Similac Campaign, 2020
Challenge: The brand was getting lost in a category that was driven by convention and the idealised portrayal of the 'Genius Child’. We were tasked with building a compelling and differentiating reason to choose Similac and help it to become the #1 Premium brand in the IMF category.
Idea: With the ‘Little Wins’ brand platform, we developed true empathy with parents, by shifting focus from big goals and future milestones to the little everyday signs of progress as a way to help parents feel reassured and confident.
Results
Highest TV qualification and market equity scores in the Philippines and Vietnam
136% increase in E-Commerce sales
+4.5 share gain vs Apr’20
+1.6% YTD growth while competitors in the category declined by minimum of -12.1%
Million Moms of Similac
We helped create an advocacy platform to demonstrate the credibility and efficacy of the product by interviewing Similac moms around the world who trusted and fed their babies with Similac. And helped start the social engagement and a community of moms for the brand.
All the work was produced in-house, with teams flying to the Philippines and Vietnam to recruit and film our Similac Moms.
Similac Intelli-Pro, Malaysia
Challenge: For the first time Globally, Similac was launching a mid-tier brand, specifically in Malaysia, targetting Malay moms. However, Similac’s benefit of ‘smarter kids’ wasn’t a key need for our audience.
Idea: The ‘Shape their minds, shape their hearts’ marketing campaign was based on the insight we uncovered - for our moms, smartness is also reflected in the child’s ability to exhibit moral and spiritual values.
We won the business in a pitch against the local agency. And the creative platform, along with the amplification and social engagement ideas that we presented, laid a strong foundation for the communications and marketing efforts that followed.
Similac Digital Foundation
Brief: Similac wanted to drive stronger consideration and trial with moms to recruit and retain them. Especially during the gap between campaigns where the brand was not equipped with enough content to support a flow of leads leading to trials.
Idea: We came up with a strategic and creative framework for an Always-On search based content marketing toolkit. We defined the brand’s tone of voice, design codes, made their science more consumer-friendly, ultimately came up with a list of social media assets, a re-designed web page, and a series of content articles to pull consumers through our purchase funnel.
Please note: Since the assets are not yet live, I can’t publish them here. But, can gladly take you through them on a video call.