The Campaign

While Karicare targeted Mums, we choose a different path. With the pressure of modern day lives we uncovered that Dads were finding themselves regrettably absent from their children’s lives as work took priority. This pressure and guilt impacted everyone in the household. Our Insight: Time away from their family made them doubt their ability to be a 'great dad'. Looking for key ‘moments missed’ we discovered that working late meant no ‘goodnights’ and according to a Harvard study -bedtime stories read by dad meant kids developed better language and creative skills. Our Creative Idea: Bedtime Stories became our branded content medium. We commissioned our own ANMUM BEDTIME STORIES; a collection of Dad Moments inspired by nature’s most loving fathers. These were offered in supermarkets as a GWP, a branded content video to promote these and gave dads the chance to personalise a LCD video storybook version with their own voice.

Creative Execution

With Father's Day on the horizon, we saw the opportunity to tap into a big dad moment in families lives over the 4 weeks prior. The branded content video ran on paid social, as onDemand pre-roll and was shared by influencers to target both parents, encouraging dads to share photos of their own special #dadtime moments. Airport business lounges were an obvious choice to target busy dads. Our video played on lounge screens while mobile ring-fencing pushed dad toward the bookshelf where our books and instruction cards helped them record and apply for their own. We delivered the personalised books and requested they share back their #dadtime moment which were reposted and shared photos across social channels.

In a heavily regulated category, we disrupted the habitual buying of Karicare, growing Anmum’s SOV in market Objective 1: Reach 80% of NZ parents with a min. 70% positive sentiment Achieved - 90% of parents reached (144,000) with 99% positive sentiment Objective 2: Increase sales by 10%. Achieved - 27% in 28 days - Highest growth weeks since launch - Total Buyers grew from 6%-10% - Bought Most Often from 1%-4%. Objective 3: Increase KPIs by 10% Achieved - 27% increase in agreement of the statement ‘Anmum Cares for the needs of my family’ - Increase in ‘A brand I recommend’ by 22% Campaign metrics: Based on a population of parents with kids 0-3: 160,000 we achieved: - Social media -808,905 impressions. 14 Days. -530 photo comments in 14 days for #dadtime - Branded Video -422,795 views. 14 days (social/Youtube) - Website visits: 5,631 sessions. 11,084 page views. 16 days.

Our task was to launch Anmum Infant Formula and disrupt the habitual purchase of the category. We targeted Dads to reach Mums. Our insight - Dad’s regrettably find themselves absent from their children’s lives and this made them doubt their ability to be a great dad.   The role of media was to enable dad to be part of ‘Moments Missed’ by offering them their very own Bedtime Story Video Books – personalised with their own voice by sharing via #dadtime.   That way they could ‘be there’ even when they weren’t. Achieving +27% sales in 28 days

Insights, Strategy and the Idea

We leveraged the idea of Bedtime Stories to help dad facilitate a connection even when he couldn't be there. Our Media Strategy: Enable Dad to be a part of Moments Missed We identified moments of receptivity to inform our channel selection. These were we could reach dads when: 1.They were away from their families 2. High dwell time moments 3. Already engaging in digital channels These were: • Airport Business Lounges • On-demand video platforms • Facebook. In these moments we gave Dads the chance to create their very own personalized LCD video versions with his voice reading the story. By sharing their #dadtime moment they could win 1 of 100 books By recording his voice reading the story on his phone and emailing us the sound file, we could attach it directly to the video storybook so that the story was ‘read by dad’ even when he wasn’t there.