2011

Challenge
A Nestle study revealed that mothers take pride in children’s achievements. They are often influenced by other mothers, desiring a good mother image. To resonate better with mothers, Neslac Excella Gold (NEG) growing-up-milk needed an avenue for them to share and sing praises about their kids in a believable manner.

Solutions
Recognizing that women’s magazines are an important influence to provide aspirational environment for mothers, we partnered with Her World, a leading female magazine known for its credible real life stories. “My Child, My Star”, a first of its kind was born as a permanent fixture for 6 months, stretching our partnership with them to more than just a magazine publisher. Proud mothers can also then proudly share their star child’s stories to inspire other mothers!

Execution
First, we invited mothers to submit a short story on how they raised their kid to be the best. 6 shortlisted finalists were featured in the magazine, proudly giving their kids opportunity to shine while encouraging readers to vote for their favourite “Star Child”. The top 2 mothers win a stylized photo with their child and a special inspirational feature on their journey of motherhood. NEG branding was subtly injected throughout to create consumer association.

Result
We became the hot topic amongst mothers! Nearly 700 votes were received within voting period. Readers were calling with enquiries on the feature story even after the campaign has ended. Mothers rated NEG the highest as being “the trusted brand” and “helps their child grow strong and healthy” (Millward Brown).

Challenge
Sunsilk globally partnered with the world’s 7 Best Hair Experts to co-create its new range. Problem was that nobody in Malaysia knew these experts, hence difficult to use them in communication. But since it was Sunsilk’s biggest campaign in 2010, the stakes were very high. It was make-or-break for Sunsilk!

Solution Women do rely a lot on experts when it comes to beauty care, but they need to be familiar names. Since the Sunsilk experts were unknown, a credible and ‘known’ go-between entity was required who would ‘introduce’ the 7 global experts to the audience. For many women, Beauty magazines are their ‘experts’. Product endorsed by beauty editors have always influenced women’s purchase decisions.

Execution
Sunsilk tied up with 13 magazines across all 3 languages for more than 5 months, to help establish the credentials of the global experts. Editorial features, product features within editors’ articles and co-creation advertorials – all these topped off with a premium leave-behind Sunsilk booklet – helped to build the experts’ credibility and create an impactful launch.

Results
The four-month campaign period saw highest-ever market share jump in Sunsilk Malaysia’s history! Sunsilk became bigger than the closest two competitors combined!

Challenge
In 2010, MILO increased its price due to the surge in raw material costs such as cocoa and milk. Price sensitive Malay mothers switched to cheaper alternatives without realizing the nutritional value that they were sacrificing. How do we convince them that it’s worth paying more for MILO’s nutritional value?

Solution
Our focus group research shows that Malay mothers tend to prefer consuming lifestyle and celebrity news rather than hard facts and figures, with magazines being the key source. As a natural corollary, they also hold many of these celebrities in high esteem. Marrying these two insights, we entertained Malay mothers with a story about MILO’s ‘Protomalt’, the nutritional ingredient that gives kids more energy, delivering it in the celebrity lifestyle format that they love.

Execution
We structured a series of “celebrity articles”, harnessing celebrities to reinforce MILO’s nutritional message. We matched the celebrity type with the magazine content. e.g., celebrity mom was featured in ‘Keluarga’. The “articles” were positioned on 3 consecutive right-hand pages and to further grab attention, a die-cut protrusion was used to drive “traffic” to the articles. In fact, because of the die-cut, newsstand owners stacked the magazines on top of their shelves, further increasing visibility.

Results
Past 7 days consumption increased by 4%. Market share increased immediately after the campaign, contributing to an 11 million cup increase! 5% more Moms believe MILO’s Protomalt gives kids more energy to get through the day (Beverage ATP).

Challenge
Lux wanted to make young women aware about the new-age ingredients in their “White Impress” variant of body-wash. But campaign ad-budgets were much smaller than those of most other beauty brands. Innovative ideas on relevant but cost-effective media were required, to achieve our objectives.

Solutions
Women love looking at themselves in mirrors. It helps them check up on their beauty, and gives them self-assurance as they face the outside world. Lux provided them “self-assurance on-the-move” by creating a portable mirror, and simultaneously educated them on how the “Triple Whitening Ingredients” in the “White Impress” variant make them fairer.

Execution
We created a “mirror” in top beauty magazine titles across 3 languages – using UV Print on Reflective Paper + Gloss Lamination. Double- page-spread advertorials followed on the next page. Women were able to see themselves in the “mirror”, then flip over and get information on how the “Triple Whitening Ingredients” can make them fairer.

Result
Brand health studies showed increase in awareness for “White Impress” variant Lux liquid penetration increased post-campaign period