Creative Execution

Anchor has created a video featuring real life interviews of 73 pairs of mom & kid. We first interviewed the mom and the kid separately without the two knowing the questions being asked. We asked moms to score their kids from 1 to 10 as the full mark. Then we asked the kids to score their moms. We showed the kids’ interviews to the moms afterwards. We launched the video in different social media platforms, including video vertical sites (Youku, Tencent, Letv) and Anchor’s owned media (Wechat) for 2 weeks.

Within 2 weeks (May 25 – June 7, 2015), the campaign has reached 39,316,332 impressions, 40,493,295 video views, and 18,507 interactions. The video went insanely viral in the name of “Recently, this piece of message was exploded in WeChat Moment” all over China, which has even become a hot topic in local TV shows. The video kept spreading even after the campaign, 70,431,329 views were recorded from different touch points (up to mid July 2015).

Anchor is a relatively small brand in China and it’s never the top of mind brand among the targeted moms. In a short time, Anchor needs to build awareness for the launch of its new kid’s milk product. While other kid’s milk brands talk about their product benefits, Anchor’s strategy is to talk to moms through an emotional approach. The majority of Chinese moms are “tiger mom”. They believe they’re living in a competitive environment and they’ll do everything to ensure their kids will not fall behind from peers. They’ll keep pushing their kids to do better so that they can become successful when they grow up. To those moms, there is always room for kids’ improvement. Riding on this insight, Anchor has come up with the idea - “Your Kid Deserves 10-Mark”. Anchor has successfully triggered Chinese moms to re-think the way that they should treat their kids.