SuperNAN created targeted advertisements based on the digital behaviors of seven types of mothers to raise awareness of its allergy prevention baby formula. The company created multiple creative assets and distributed them to mothers across China who were in search of solutions for their babies' minor sensitivities.
Objective and Context:
As a challenger brand specializing in allergies in China's heavily competitive Infant Milk Formula (IMF) category, SuperNAN faced fierce competition from large players who controlled over 70 percent of the market. SuperNAN's sales were stagnant over the last five years, and the brand needed to drive sales by raising awareness of its allergy prevention formula.
SuperNan targeted moms that were concerned about their babies' minor sensitivity issues, such as skin rashes, bloating, and abnormal bowel movements.
As a challenger brand, SuperNAN had far smaller budgets than those of its competitors. It needed to find mothers looking for a product tailored to minor sensitivities and convince them that SuperNAN was the right product to help with their specific need.
To do this, it partnered with Iqiyi and Youku, China's leading video platforms. The company also worked with Xiaomia, a leading smart device manufacturer; ByteDance, China's top short-video social platform; and Tencent, owners of China's largest social platform, WeChat. By harnessing data, SuperNAN was able to identify and segment seven categories of mothers in China depending on their life circumstances and baby's minor sensitivity needs:
Overall Campaign Execution:
Based on insights about these different types of mothers, SuperNAN created tailored messages. SuperNAN knew that the standard industry approach of delivering to mothers a single blanket creative about happy babies wouldn't work. Once it had identified these seven groups of mothers, the company needed to serve them unique messages depending on their needs. SuperNAN used AI to recreate 51 different 30-second video ads that it then served to each segment depending on their specific needs. For instance, one group of moms received tailored messages about environmental sensitivities, while another group received messages regarding skincare and allergies.
Through this campaign, SuperNAN managed to find moms in need across China and help alleviate their concerns. Most importantly, for the first time in over five years, SuperNAN sales increased by 32 percent, outpacing category growth 4.5 times to achieve a two percent market share.
In addition, brand awareness rose massively with unaided brand awareness rising nine points, aided brand awareness rising 31 points, and allergy prevention association rising 20 points. SuperNAN was dominating the minor sensitivities category. Of the 450 million impressions garnered, SuperNAN had a click through rate of over 9 percent.