NANKID, while known as a premium milk brand, cheaper alternatives have led to a decline of the premium category locally. Healthcare professionals (HCPs) are becoming more passive due to higher consumer influence, while marketing efforts are also limited due to the Milk Code regulation that milk brands have to abide by.

These factors encouraged the brand to create an avenue that can provide a unique learning experience for its stakeholders, and raise awareness among moms of their current health situation and risks that their family can inherit.

Through technology, NANKID focused on its key features, including optimized protein—a low-quantity, high-quality protein that promotes proper weight gain and reduces the risk of obesity and other non-communicable diseases.

With Future City, the brand aimed increase awareness and relevance among moms while educating and empowering everyone that their family’s health history does not have to be their child’s future.

The campaign was planned, conceptualized and executed in a span of 6 months. Pre-event efforts happened four weeks prior to the opening date of the park. The team released an announcement press release, gathered attendees from different parts of the country, ran promotions both offline and online, and conducted other publicity efforts such as mall advertising and media partnerships to ensure we created buzz for the upcoming launch of Future City.

The pop-up digital park welcomed guests from September 6-11, which included an exclusive media and VIP launch on the first day, a 3-day event exclusively for HCPs from different parts of the Philippines and a 2-day consumer run.

Future City was sponsored and supported by 8 local companies and drew over 3,000 guests (media, celebrities and influencers, HCPs).

NANKID was able to sustain the momentum through continuous PR efforts as well as an always-on engagement with media and influencers.