KLIM has been the most iconic and ever-lasting milk powder brand in Taiwan for 50 years, but it has faced brand aging and lost the strong association in female target’s daily life. Brand is looking for a way to rejuvenate and re-ignite the everyday association with their core target group.

While COVID-19 disarray people's life and regular pace, because of the uncontrollable epidemic, it makes people rationally to focus on health care of their families and emotionally to become more relying on religion to get spirit equilibrium. Meanwhile, we turn the century crisis into opportunity by leveraging the double power of local traditional goddess and social media communication creates the unique influential engagement to Nestle KLIM milk powder.

Mazu is one of the most worshipped Goddess protecting people and their families in Taiwan. Her followers cover 60% of Taiwan people. Every year, the annual Mazu pilgrimage in March is the biggest religion event in Taiwan with over million people join, which is also the 3rd largest pilgrimage in the world.

However, in 2020, the pilgrimage is forced to cancel due to COVID-19, it causes people a tremendous loss when they really need something to rely on, in order to find their inner peace and faith toward the recovery of COVID-19.

So, how can an iconic international family milk powder brand, KLIM, help out during this unprecedented period of time to be the hero of the care givers in Taiwan during this time of uncertainty?

KLIM decides not to stay silent during the pandemic, and instead to take actions to be the hero of our core target. We initiate the "DOUBLE CARE” strategy to help KLIM in both fighting the pandemic physically as well as mentally. We link the need of staying healthy and need of inner peace together by creating the first in market breakthrough with the aide of technology and creativity.

First care – virtual Mazu with chatbot technology to provide the same comfort and blessing via digital platform, just like what followers can gain when joining the physical pilgrimage.

Second care – Animated version of Mazu is printed on the KLM milk powder package with blessing from Mazu is created with limited quantity available to provide the healthy nutrition to the body and comfort from the blessing of Mazu.

Without the chance to physically present at pilgrimage, KLIM creates virtual Mazu using Chatbot technology. Consumers can ask for advices and blessing and it works just like when they are joining the pilgrimage.

World first Mazu x KLIM collaboration: Mazu figure is printed on the package of KLIM for the first time, to provide another layer of insurance of the care.

Because of the pandemic, we also choose our mediums according to the behavior shift. As most of our care givers are staying home or working from home, we decide to go with TV and video platforms as our awareness builder. Sufficient SOV is secure to generate great impact among our core targets and we go further to partner with two of the most relevant TV show, God of Taiwan, which introduces all the Buddhism temples in Taiwan, in order to reach faithful believers and create strong association with them.

884 positive social media buzz on the Mazu x KLIM limited edition package, retain 100% positive feedback from consumer.

More than 41,576 Mazu followers participate in Chatbot.

Total 15,000 limited edition are sold within 6 weeks, doubling the normal turnover volume.

According to internal sales data from Nestle Taiwan, total KLIM mega brand sales raised 11%, compared with pre-Mazu-campaign period.