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 C-section babies growth up as strong as natural born babies.
- “SYNBIOTIC ĐỘC QUYỀN – TĂNG CƯỜNG HỆ MIỄN DỊCH TỪ SỚM” ”EXCLUSIVE SYNBIOTIC – BUILDING IMMUNE SYSTEM FROM EARLY”
RESULTS
Danone C-Section Market Share
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In upper funnel, Michelin achieved the outstanding view rate at 54%, which is significantly higher than the benchmark of the market. Besides, it contributed good volume of web traffic.
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Thank to the halo effect from upper funnel, CR was outstanding at 82%, which is significant higher than benchmark of the market. Besides, Vietnam team also delivered the outstanding number of lead with 56% higher than Thailand and 34% higher than Myanmar.
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