Results and Effectiveness

Ranked #1 in Education category at HK Apple apps store for 2 weeks Ranked #1 search generic “flash card” keyword at HK Apple apps store 6,153 downloads since launch for 3-week

Creative Execution

Following a core educational concern of our consumer, we partner with Yahoo Parents and Mama Hub partnership to build an application where you can make your own language flashcards. This creative approach to extend our educational campaign from web to the mobile platform was the first in the infant formula market. But what really differentiates our application from other flashcards is the DIY function meaning you can really customize your child’s learning taking into consideration different languages and abilities. It is not only fun and interactive but facilitates relationships to our brand in learning process. The App is also linked to the product page and hotline to back up CRM development. Further promotion of the application was through online banners. And we also outreached parents at the Baby Expo in addition to solid support by TV and leaflets.

Insights, Strategy and the Idea

The objective of the AA Campaign is to awaken parents to the importance of the combination of DHA and AA. A balanced compound of AA and DHA helps support optimal child visual and cognitive development, including language learning and problem solving. With this new news, it is critical to maximize exposure to our target audience of parents with small children. In Hong Kong, parents are highly active in looking for ways to support early childhood development. Parents invest real effort and get extra involved in brands that support their educational need. We reinforce commitment as a partner to parents in promoting children’s development and creating added value for our consumers. We engaged an innovative use of the new mobile platform to provide parents with the tool helping their child’s development. It enabled them to work and enjoy learning time together