Frisomum: Better Me

2017 | Shanghai

Connecting content to commerce, we launched the FrisoMum pregnancy nutrition brand in China exclusively through ecommerce and digital channels. The campaign is category first collaboration, using every aspect of ecommerce giant, Alibaba’s new Uni marketing methodology. 

Taking a precision at scale approach to shopper marketing, we targeted our discerning and affluent mums across the top news, social and search apps. Extending the impact we developed emotional and educational content that was shared by Taobao KOL’s to spark conversations.

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E Sales growth - In just the first 12 minutes over 1,000 products were sold - 20% more than sales objective - Ranked #3 by monthly sales just after launch for 3 months, with 12% overcome the #4 brand

BRIEF

We knew the traditional retail space was cluttered with products all claiming the same nutritional functions. And like all of China’s internet savvy and affluent millennials, our mums buy most of the things needed for daily life by shopping online.

The category spending is very small, accounts for 0.2% of infant milk powder category, with only 2 key brands with limited media spend. Friso’s overall market share is about 8%.

13% of Maternal milk powder consumers purchased from EC channel from 2015 U&A survey and should be significant grew in past years. From the latest number from Friso infant milk powder, EC takes more than 33% of sales and it’s stll growing. To attract those digital native post 90mums and try to retain them for Friso infant milk powder, EC is strategically important.

INSIGHT

There are 3.7 million pregnant mums in China. And our research uncovered a strong insight about modern Post 90’s mums. These new mums see pregnancy as an opportunity to reinvent themselves to be the best version they can be – motherhood wasn’t only a parenting journey, it was also a journey towards self-improvement. This included a new diet, adopting pregnancy friendly fitness regimen, staying fashionable, renewed choices of personal care products, taking up new learning courses, etc.

Knowing that our mums were seeking to be a ‘better me’, our retail strategy was routed in empowering their journey towards self-evolution, and being a voice of wisdom shared by other contemporary mums.

And they are digital native generation, they keep browsing and sharing information online, and seeking support and resonance from online platform and social content. While current digital environment haven’t enough physical and mental support for a modern pregnancy journey - the vertical sites still dominated by the baby-focused knowledge and their family is not support enough due to the traditional parenting concepts. At the same time, all of the key competitor brands are basically communicating only product benefit with ingredients focused, which is lacking relevancy and resonance to the young mums life and demand.

SOLUTION

We began the campaign by creating an empowering ‘better me’ manifesto. This was brought to life on the product tin and across all creative touchpoints.

The launch campaign was exclusively digital and was a category first collaboration using every aspect of Alibaba’s new Uni Marketing methodology. Combining the power of the Alibaba uni-desk platform with our big data system CCS, we identified our target mums to be and tracked them as they spent over 4 hours every day, browsing, reading articles and watching content.

Taking a precision at scale approach, we targeted our mum’s across the top news, social and search apps. Extending the impact we developed emotional and educational content that was shared by Taobao KOL’s to spark conversations.

For the first time we were able to fully connect and optimise live consumer data. Capturing the insights and feeding them into our databank so we could precisely reach our selected young mums and serve content based on their preferences.

Our exclusive limited edition range of gifts were just the right hook to capture our mum’s attention.

For our global premiere we took over the Tmall homepage – a fully interactive and creative brand launch, exploding onto the screens for our select audience.

E Sales growth - In just the first 12 minutes over 1,000 products were sold - 20% more than sales objective - Ranked #3 by monthly sales just after launch for 3 months, with 12% overcome the #4 brand
l +20,000 Short-video views
U 1,372,824 Tmall store visitors We had a huge halo effect on our main Tmall store, generating an overall sales uplift of 277%
& Feedback Our customised content and packs sparked a surge of positive comments
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