When it came to infant formula in NZ, there was one name and it wasn't ours.

We were tasked with launching Anmum Infant Formula in a market dominated by our competitor - Karicare:

• They were NZ mothers first choice for almost a century

• Had a 60% average market share

• Endorsed by the NZ Infant Public Advisory

Our challenge : How could we disrupt this latent trust & habitual purchase to drive sales?

Our objectives:

1. Sales – Increase sales by 10%, total buyers from 6-8%

2. Engagement –Reach 80% of NZ parents 0-5 with minimum 70% positive sentiment

3. Key Brand Attributes – 10% growth in ‘Cares for my family’ and ’Brand recommended’

This Father’s Day campaign was designed to create engagement with Anmum & launch the NZ Facebook page.

.

Airports, Social and Digital Video became our high reach ‘missed moments’ environments:

• Screens and mobile geo-targeting was used to ring-fence the AirNZ Travel Lounges encouraging dads to magazine racks where the hardcover books were displayed with the CTA to make their own digital version while they were waiting

• Branded instructions on shelf showed dad how to record via their mobile phone and email it through as a simple voice memo

• Encouraging special shares via #dadtime, we gave 100 books away on Facebook.

o Book scripts were sent to our winning dads. We digitally overlaid their voices into the books, delivered them and requested they share back their #dadtime moment with their personalised book. We promoted these on Facebook.

• Our branded video ran across Social and Digital Video platforms.