Malaysian Media Awards Winners Showcase





2012 | |

Creating Dissonance During Search

Advertiser: Dutch Lady Milk Industries Bhd
Brand: Friso
Creative Agency: -
Credits: -

Challenge
In a competitive market teeming with choices for growing-up-milk for kids, Friso had created its own niche by introducing the Friso ‘synbiotic agent’ (a combination of prebiotics + probiotics) in its offering, which boosted a child’s immune system. The challenge was to get into the consideration set of mothers.

Solution
Search is sometimes not about search, but understanding the psychology of our TA and tailoring solutions to address their concerns. We researched Malaysian kids to identify 4 categories of personas; Picky Eaters, Cry Babies, Rough Players and Explorers. We then matched these personas to a list of illnesses that they could be prone to. When kids were ill, mothers would search and Friso’s ‘immunity boost’ USP could be positioned as a long-term solution against illnesses.

Execution
On search engines when someone typed say ‘toddler diarrhea’, the searcher’s query was dynamically picked up and placed as the title of our ad, followed by a message that clearly drove home the benefit of the product ‘Strengthen your kid’s immune system and protect them from the inside!’. The dynamic element of our ads broke the clutter of results & paid advertisements. Being present during a crisis resonated positively with concerned mothers desperately seeking answers.

Results
The campaign garnered 225M+ impressions and 195K+ users visited the Friso homepage. The CTR for dynamically run text ads featuring common kids’ ailments as the title was 5.21% substantiating the interest it had generated. Friso’s ‘boost immunity’ message was firmly implanted and helped them gain 6% market share in 2011.