Horlicks is a family-nutrition brand by GlaxoSmithKline. In developing markets it helps mothers close their kids' nutrition gaps and fights "hidden hunger" (WHO term). But Horlicks is more than a good product - it is a brand with a grand purpose: to nourish the potential of children. In 2014 Horlicks brought this to life and went far beyond the category norm of functional benefit messaging: it launched the purpose driven Horlicks School Journey Initiative to give children access to an education they often lack and thus help them unleash their full potential. While projects on the ground make a tangible difference they also provide the powerful branded content for a digital centric campaign which included this interactive paid media banner campaign. The banners allowed users to experience the problem first hand - driving interest and increasing traffic to site. Horlicks changed the conversation and engaged with mothers like never before.

The global category team started by developing the initiative’s core assets: the mission statement, rules of engagement and project manifesto were launched as part of the new Horlicks websites going live around the world. Simultaneously, and crucially, the team also launched the first pilot project, in Kampung Chuweh, Malaysia. Here, in collaboration with a trusted NGO partner, Horlicks implemented substantial change, building a school-prep center, hiring a specialist to groom village kids for their first-ever school experience, even securing a boat for their journey. And by documenting every step of the way – the backstory to the project, branded documentary videos in multiple episodes, social media posts and regular updates, media events, online banners – Horlicks also ensured a constant flow of meaningful, interesting and engaging content. Meaning: new reasons for mothers to think about, talk about, and engage with the brand.

While a global purpose driven campaign, the Horlicks School Journey Initiative is designed to have local impact first. The story and content about a live project are meant to reach mothers in the same market. This strategy is working. As a result of the integrated digital campaign the Horlicks website saw a jump of astonishing +2147% visits after re-launch. Interestingly over 38% of all visits to the brand and product site were attracted by the story and content about the pilot project. Content engagement rates illustrate its power: organic reach of a single post 9.2% versus the average of 2-3%. In only 5 months (Oct14 to Feb15) over 35.6 million people engaged through Facebook, YouTube, the new website and of course the interactive banners. But most importantly: in conjunction with product campaigning this entirely new Horlicks story also yielded solid business results - volumes sales in Malaysia grew impressive 22%.