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DANONE C-SECTION

BACKGROUND

Aptamil by Danone just entered Vietnam market for 2 years, in the context of a competitive market, they want to increase market share via a campaign to educate moms about their product with scientific background that support child’s immune system.

STRATEGY

  • C-section born babies do not get early immunity like natural born baby, so they need breast milk to restore immunity.
  • New APTAKID with Sybiotic that has same specie of good bacteria which found in breast milk that help Csection babies growth up as strong as natural born babies.
  • Big idea:
    + “SYNBIOTIC ĐỘC QUYỀN – TĂNG CƯỜNG HỆ MIỄN DỊCH TỪ SỚM”
    + ”EXCLUSIVE SYNBIOTIC – BUILDING IMMUNE SYSTEM FROM EARLY”
  • ACTIVITIES:
    + Digital & Social were key media touch-point including HCP influencers, social always on, livestream and paid media such as Programmatic (Display & Video), Facebook.
    + Digital & Social were key media touch-point including HCP influencers, social always on, livestream and paid media such as Programmatic (Display & Video), Facebook.

RESULTS

  • Compared to 2020, sales increased 3 times.

  • Market share doubled.

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