The Campaign

Anchor has discovered that the majority of moms in China are a 'tiger mom'. The way they express their love might be a bit aggressive as they believe the more they push their kids, the better and successful they will become when they grow up. Through PR, Anchor wants to voice out and inspires moms to think what indeed is the best way of raising their kids. Anchor has invited 73 pairs of mom & kid for a real life interview. They're placed in two different places and encouraged them to score each other from 1 the lowest to 10 the highest. For all kids, they felt that their moms are perfect or beyond perfect whilst moms would never give out a full score (10-mark). We filmed the interviews and made them into a video. We placed the video in different social media platforms and had invited KOLs to spread Anchor's belief that all kids deserve 10-mark. Within 2 weeks (May 25 – June 7, 2015), it has reached 39,316,332 impressions, 40,493,295 video views, and 18,507 interactions. The video went viral in the name of 'Recently, this piece of message was exploded in WeChat Moment' all over China, and had 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 has successfully changed the moms' way of thinking and their beliefs what should be the best for their kids' growth.

The Brief

The objective is to build Anchor's kid's milk brand awareness with a very small budget in a very short time. Anchor has successfully achieved the goal by collecting 66million video views from earned media in just a month. In addition, there was 8% increased in consumer's preference towards the brand in just 2 weeks (from CIC).

Results

1. Output/ Awareness: > Overall impressions: 43,112,661 (May 25 – June 7, 2015) > Content views: 3,796,329 views (May 25 – June 7, 2015)/ 70,431,329 views (by July 2015) 2. Knowledge/ Consideration: > Favorable to unfavorable mentions in social media? 8% increase in social buzz the appreciation for the good taste and good quality of Anchor's kid's milk (from CIC) 3. Action/ Business Impact: > Retweets? Shares? Earned media: 66,635,000 views > Bounce rate from 75.35% to 59.11%; Avg. Time on site from 86 sec to 126 sec.

Execution

Anchor wants to encourage moms to re-think the way of parenting in China: 1. We first recruited real life mom & kid to attend an interview; 2. We asked mom & kid separately how they feel of each other and how they would score each other from 1 the lowest to 10 the highest; 3. We filmed the whole interviews and created a video; 4. We placed the video in different social media platforms and recruited KOL to further spread out the video & the message that 'Your Kid Deserves 10-mark'

The Situation

In China, the kid's milk category is very competitive. The 3 local competitors have already occupied 90% of the market share. Anchor, as a relatively new brand, it needs not only to compete at the product level employing the traditional advertising approach such as TVC, but rather to target moms with an emotional approach through PR. The brand has a limited budget and it needs to efficiently and quickly win the hearts of moms.

The Strategy

Anchor firmly believes in consumers and that having a powerful insight is everything in order to truly bond with the consumers. Anchor has discovered a very relevant cultural insight that the majority moms in China are 'tiger mom'. They believe that there is always room for kids to do better and go further. Only through this way, the kids can become successful when they grow up. Moms are tough and aggressive and it's never easy for them to release a full score for their kids. Based on this understanding, Anchor has come up with a strategic idea for the campaign – 'Your Kid Deserves 10-mark'. (10-mark means full score in Chinese). Anchor's brand role is to motivate more moms to appreciate their kids and that all of them deserve 10-mark!