The OBJECTIVE

To position Enfamil A+ baby formula as the go to baby formula for Chinese parents, and Drive acquisition (sign-ups) into the new “My Family Beginnings by Enfamil A+ Premium program” which gave access to premium perks and coupons on enrollment to support their growing babies from infant to toddler.

Challenge

The Chinese audience (parents) was not familiar with the My Family Beginnings program by Enfamil A+. The familiarity of Enfamil products was low as compared to other baby formula brands.

The Strategy

DV8 reached out to Chinese Canadian parents through digital and social media platforms to make their parenthood journey a little better by driving awareness about the My family Beginnings Program. The campaign focused on highlighting the incentives offered by the A+ premium program, i.e., the health benefits using it for their infant’s growth at the same time encouraged Chinese moms to provide a proper nutritional value they required and the best care their child needed. The visually arresting in-language creatives were developed with proper imagery along with the resonating colors. The campaign was successfully launched across WeChat, Google display, Facebook & Instagram. DV8 developed advertorials for WeChat, which successfully resulted in creating awareness and as well as the sign-ups.

Results

Campaign over performed and delivered CTR well above the industry benchmarks.

Within weeks reached out over 80,000 unique visitors as well as delivered over 330,000 views on WeChat