Situation：

Infant formula market size in China has been declining due to a few factors like a decreasing birth rate, a stagnant economy etc.. Meanwhile, foreign labels, such as Australia, Netherlands and Germany have entered China market through cross border e-commerce channels to make the market more competitive.

Brief：

Although Friso Hong Kong is the market leader in the local market, the market share and awareness of Hong Kong labels is shrinking in China. Therefore the key objective of this social campaign is to enhance Friso Hong Kong’s brand influence and reclaim brand popularity in Chinese Greater Bay Area, where people are more bonding with Cantonese culture.

For infant formula brands, consumer word-of-mouth has been constantly ranking No.1 on top of important category drivers.

Friso is long being the most preferred infant formula brand amongst Hong Kong consumers with #1 market share. But how to translate the Hong Kong popularity to influence Chinese GBA parents, consider the differences of 2 markets.

We launched an influence campaign #No.1ChoiceofHKMom to generate social impact, by leveraging consumer testimonials to build social WOM. With a distinct influence strategy starting from HK local moms, to HK new migration moms, GBA moms etc. Creating a ripple effect to pass on the influence from one “circle” to another, maximizing reach.

The campaign started from a small group of precision targeted moms, 4 KOL moms’ stories in hero creative to resonate with followers. To make influence wider, we tailor made tons of ready-to-use engaging templates to encourage moms to generated testimonials across the platforms.

Mom Insight

Along the consumer journey, moms narrow the brand list by the reputation and popularity. Moreover, other moms’ testimonials play a critical role in their decision making phase.

Influence Strategy

First, we featured 4 KOL moms and their kids in hero campaign creative. (Circle 1: Engage KOL)

Secondly, we rolled-out the campaign with an engaging mechanism to attract more moms join the force (Circle 2: Mobilize Moms)

Finally, with paid media support, we extended the campaign to wider platforms to create bigger impact amongst GBA moms (Circle 3: Influence Public)

Platform Strategy

-TikTok and the RED, being China’s largest social media platform, offers the potential to rapidly amplify our reach and gather a wealth of User-Generated Content (UGC).

-WeChat, to better serve Friso users, especially those who purchased through WeChat flagship store, we extended the campaign with an engaging H5 site for fans to submit their testimonials.

Awareness phase: end of Jul, launched 4 KOL videos on WeChat and The Red with targeted media to gain massive awareness in certain GBA cities.

Engagement phase: We initiated TikTok UGC Challenge in Aug, which helps to build massive social buzz and thousands of user generated contents to further expand the brand influence.

Sustaining phase: We rolled out a H5 site for testimonial submission during Sep – Dec together with the Red KOCs notes to maximize the reach.

• Reach: 300m+

• Engagement: 15m+

• Sales: Sales Index 132

(2H, 2023 vs 1H, 2023; Friso Prestige Hong Kong Market Share)

• Brand perception:

1. Buzz Volume +105% (Q3, 2023 vs Q2, 2023)

2. 83% agreed brand affinity uplifted by the campaign

*From an online survey conducted in Oct, N=609

• Achievement against business targets: Market Share +3.2%