EXPECTANT MUMS WERE MISSING A CREDIBLE ONE-STOP SOURCE FOR HELPING THEM GET THROUGH THEIR PREGNANCY JOURNEY.
The maternal milk category penetration which stood at only 27% which meant that there was significant room to get more pregnant women into the category.
Our research showed that unless mothers bought into the category in the first 3 months of pregnancy (1st trimester) they were 67% less likely to enter thereafter.
The main consumer barrier for buying a maternal milk was that it was deemed a non-necessary item, particularly amongst younger mum (25-34) which represented the largest source of category growth.
These mums are tech-savvy and the internet is their first port of call for information.
A major contributing factor to this perceived lack of need was that expectant mothers were faced with an overwhelming amount of often contradictory information both on & offline.
During the first trimester is an exciting yet daunting time for mums to be when she is trying to keep the good news to her close family only. She actively searches for information on who to trust for advice, what to prepare for and importantly how to make sure her developing baby is healthy. Her diet is often the first thing she needs to change as what she eats becomes what she feeds the baby. We found that getting clear answers and advice proved difficult given the clutter.
There was no major credible source providing scientifically proven advice and support in a one-stop-shop.
WE CREATED HONG KONG’S FIRST-EVER MATERNAL NUTRITION PLATFORM – A ONE-STOP SHOP FOR SAVVY EXPECTANT MUMS.
Anmum wanted to demonstrate to expectant mums that they understood her and all the amazing things she does for her baby. Our brief was to find a way to demonstrate this and free Mum from all the unwanted stress by equipping them with all the answers to her diet, nutrition and broader pregnancy questions.
The strategy was to develop a market-first comprehensive platform that provided all reliable and credible nutritional information, provided by a professional dietician, so Mums no longer needed to spend hundreds of hours checking thousands of sites, and verifying the information again and again. We made this a reality, creating the Anmum You&B platform – Hong Kong’s first ever ‘online to offline’ maternal nutrition platform!
Deep consumer understanding from qualitative and quantitative research showed us that modern pregnant women in Hong Kong still want to enjoy all life has to offer, be it spending time with their family at home, or eating out and socialising with friends and colleagues at fine-dining restaurants.
As a result, the content needed to cover all aspects of nutrition for our no-compromise mother to be.
BY RECRUITING DIETICIANS, EXPERTS, NUTRITIONAL ADVICE & RECIPES, AS WELL AS MARKET-FIRST FINE-DINING SEMINARS, WE HELPED TO EDUCATE NEW MUMS.
The Anmum You&B platform consisted of 3 market-first executions which tapped into the new insights we developed, and provided a one-stop shop for all maternal nutrition information.
Anmum You&B Dining Portal
We used search volume analysis to understand which high-interest should be addressed with detailed branded content. All the nutritional information was developed by qualified dieticians and covered both dining out and home cooking for the different stages of pregnancy, with over 100 nutritional yet tasty diet guides, covering both Western & Asian cuisines. With just a few clicks, users could get personalised pregnancy diet, request samples and even join special Anmum pregnancy seminars!
Live Dietician Facebook Live
The campaign was kicked off with a series of emotional digital videos, sharing food-related moments often experienced by pregnant Mums, highlighting the highs and lows. A first-ever Facebook Live Series featuring a registered dietician was broadcast from the Anmum page allowing mums to get answers to their burning questions
Exclusive Fine-Dining Seminar
Another market first, Anmum reinvented pregnancy seminars as exclusive fine-dining events. While enjoying a 3-course menu with Anmum as a key ingredient, Mums could also get first-hand advice from dieticians. Thus, creating an O2O engagement experience where Mums felt pampered.
The campaign was supported with a holistic media strategy targeting Mums across programmatic display, emotional online video, SEM, engaging Facebook ads and amplification by carefully selected KOLs and influencers.