Results and Effectiveness

The highly targeted campaign successfully reached 3,500 kids and their parents and successfully turned around the performance of the brand delivering a 20% increase in market share. This is significantly higher versus the 8% increase in total category consumption experienced in 2012. More importantly, the campaign successfully integrated the workbook in the diagnostics curriculum of the 33 schools visited. Thus this campaign paves the way for a long term partnership between the brand, the schools, the kids and the mothers they cater to.

Creative Execution

This was brought to life through “The Biggest GAINer Caravan” advocacy campaign that integrated a unique print execution, on-ground activation, digital and television to deliver an empowering experience for mothers. PRINT At its core is a branded workbook with exercises for kids that tells which among 8 different learning styles – Linguistic, Logical, Spatial, Kinesthetic, Musical, Naturalist, Intrapersonal or Interpersonal – works best for them. ON-GROUND The workbook was strategically distributed through a seminar caravan and integrated as the learning style diagnostic test of 33 pre-schools that cater to affluent families. They were also asked to show the most number of empty Gain cans. Winning school got an exhibit from the Philippine Science Centrum. DIGITAL The workbook also had a digital version at www.thebiggestgainer.org which parents can access across different digital platforms. TV The caravan also received multiple TV coverage from an early morning show that mostly caters to mothers.

Insights, Strategy and the Idea

THE CHALLENGE: Abbott’s Gain School Advance, a premium formula milk brand, had a declining market share and needed a campaign to turn around the business amidst the tough regulatory environment and competition. Executive Order 51 legally restricts the advertisement of breast milk substitutes in the country. THE INSIGHT: The kid’s school performance is top priority for Filipino mothers. This is most apparent when their kids first attend pre-schools where they build their foundation for learning. At this stage, parents are anxious to “get things right” and ensure they excel in school. This is an opportune time for a milk brand like Gain to connect to mothers in a very meaningful way beyond the heavily regulated traditional advertising and create a compelling reason for brand loyalty. THE STRATEGY: Build an educational advocacy. Help mothers help their kids – let them know the learning style that works best for their kids.