Anmum was the first Indonesian brand in the maternal milk category to use YouTube's TruView for action along with custom intent mobile signals to test intent-based search keywords across pregnancy symptoms. Users were targeted on YouTube to drive action based on their mobile search queries. The brand established a multi-pronged campaign objective to improve taste perception in consumer minds with newly introduced product flavors. The task set was to "be the brand pregnant moms would recommend" and "drive brand trials along with incremental consideration."
Objective and Context:
Anmum is a pregnancy milk brand that positions itself as an expert and understands what is needed by mothers during pregnancy planning stages, breastfeeding, and raising their toddlers by providing products with complete nutrition for mothers and babies. The brand established a multi-pronged campaign objective to improve taste perception in consumer minds with newly introduced product flavors. The task set was to "be the brand pregnant moms would recommend" and "drive brand trials along with incremental consideration."
Delivering these brand objectives through a mobile-only approach was mandatory.
Target Audience:
Across 17,000 islands, Indonesia is a Muslim-majority country with a well-blended mix of conservative and modern Asian values. The country's average first marriage age is 21 and an early first child after marriage is believed to be a blessing. Becoming a mother is a lifetime role for an Indonesian Muslim woman.
Creative Strategy:
At each stage of pregnancy and breastfeeding, many mothers have questions, concerns, and problems about the things they are going through but they cannot immediately get satisfactory answers for. There was a desperate category need to resolve myths and give the right solutions.
The company reported that there are six million pregnant women in Indonesia. In a country with 133 percent mobile penetration, mobile searches increased 80 percent during pregnancy stages, whereas TV viewing and newspaper reading declined.
Fourteen million monthly search queries in the maternal category led the company to assess the existing information gaps for lactating women, especially first-time ones. The company saw a need for a mobile-only approach to build a "mum-to-mum" platform.
Anmum developed a platform called #MumToMum where mothers could ask questions; share problems, fears, or doubts about pregnancy; and breastfeed among fellow parents. This circle (platform) of trust is a virtuous circle, where their experience might provide insight to help another parent.
The idea was to create a strong emotional bond between mothers because they go through this extraordinary journey together and encourage communication in the #MumToMum community. The company wanted to make a platform where mothers could reach out through personalized mobile messaging.
Its strategy was based on Anmum's Consumer Demand Generation model, which segmented audiences in five groups across mobile platforms: passive, active, brand seeker, acquired, and usage. Every month, moms were chosen to become a social ambassador for its mobile community platform to answer the questions from online mothers.
These ambassadors were featured on Anmum's Facebook LIVE to discuss a pre-decided theme and topic. Series of mobile video content were developed and distributed on social communities to answer custom queries by pregnant women.
Overall Campaign Execution:
With the continued development of mobile technology, Anmum saw an opportunity to layer levels of targeting to its advertising to gain an edge over competition. Mobile-first thinking was at the heart of this campaign, as the brand framed a mobile strategy around searches, context, interests, signals, location, and time to target customers.
Mobile Execution:
The company tailored a data-driven mobile campaign across videos, social, display, paid search, articles, and influencers, and created word-of-mouth messaging for Anmum to be recognized as a "Trusted Advisor" for pregnant moms.
The brand also recruited leads through social who were contacted by the CRM team for surveys and segmentation. Data was filtered to create custom and lookalike audience buckets to target with custom mobile creatives based on pregnancy cycle. Re-targeting first-party data users increased personalization and relevancy for moms on mobile. Adding third-party data further increased digital efficiencies.
Brands in the maternal milk marketplace primarily face challenges like nausea, taste, and price. Addressing the taste barrier through Anmum's improved Chocolate and Strawberry White flavors was key to improving consumption and consideration patterns.
Anmum's Brand Health Tracking reflected that it had successfully driven positive brand perception through digital. It had strengthened assigned objectives: to be an expert in maternal nutrition, be a trusted advisor, provide support to mothers regarding child development, and be recommended. Ultimately the company delivered a brand conversion rate of 86.2 percent from awareness to consideration, with a trial rate of 32 percent.
Through Google's Brand Lift Study, a 17.1 percent lift in ad recall was demonstrated pre- and post-campaign. The company saw a 300 percent spike on E-Commerce GMV on Lazada SIS, with an estimated 75 percent combined reach across all digital touchpoints. Ninety-four percent of traffic generated was through mobile.
The initial recruitment phase through social influenced ordinary mums to submit their stories. From these submissions, Anmum selected two mums for the #MumToMum platform as its social ambassadors to join Facebook LIVE. Utilizing mom bloggers as Anmum brand advocates helped this activation gain momentum through word of mouth. Monthly topical Facebook LIVE events helped lift brand consideration through different speakers, celebrities, nutritionists, gynecologists, and bloggers. Different weekly topics were discussed, such as Breastfeeding Week, nausea, and impact on fetal development. #MumToMum strengthened further through tactical activations and holidays like Breastfeeding Week, Father's Day, and Mother's Day.
With a 100 percent digital campaign budget, 93 percent was allocated to reach mobile-only audiences.
