Advertiser: Dutch Lady Milk Industries Brand: Friso Creative Agency: JWT Malaysia Credits: Universal Mccann — Ramakrishnan C.N. (Vice President), Chinar Joshi (Integrated Experience Designer), Goh Soo Mei (Associate Director), Cathryn Pak (Assistant Manager), Olivia Lee (Senior Media Planner), Lim Jia Hui (Senior Media Planner), Stephanie Chin (Director Of Operations), Chow Lee Kheng (Senior Buyer & Implementation), Anja Henze (Marketing Director), Van Tran (Marketing Manager), Christy Yong (Senior Brand Manager), Desiree Cheng (Brand Manager), Nicole Tan (Managing Director), Santharuban Thurai Sundaram (Senior Brand Manager), Lina Lim (Key Account Manager)
Friso had limited shares in IFT segment. It needed to win first time moms against the cacophony of pharma brands. To stand out, Friso had organized unique events nationwide called “Growing up together days”(GUT) to break through clutter, we had to get moms excited and attend the event.
Friso believes that ‘experience is a child’s best teacher’ it’s about a child’s curiosity and the surprising discoveries that come with it. When the child shares these discoveries with her mom, the gleeful camaraderie that ensues is a priceless moment which will touch the heart of any mom. Media agency recommended to bring alive this experience of ‘Growing Up Together’ for moms, by giving then a unique and surprising encounters on various media platforms.
Executing a unique first time ever cross platform collaboration with NST, a light activated device embedded within our print ad emitted a gleeful exchange between a mom & her child. Special Friso tabs on headlines & articles across online and mobile, narrated stories in a mother’s voice, interspersed with curious questions, laughter of her child. Covered by TV and radio, the GUT on ground event saw moms experience an interactive, fun outing with her child.
We reached 84% of Target Moms, 12,298 mothers & children attended the GUT event. Campaign drove 91.32% of new visits to Friso Website, recording 1.1 million online interactions! Brand-shares increased by 32%, Friso’s purchase consideration increased by whopping 75% QoQ. Sales increased 21%. Total campaign ROI was an unprecedented 10.51x.