Anmum Materna: Planning ahead

Celestine Lau

This case study describes a campaign by Anmum Materna, a pre-natal milk brand, which aimed to secure the brand's position as market leader in Malaysia.

Anmum Materna: Planning ahead

Celestine Lau

Campaign details

Brand owner: FonterraAgency: Tribal DDB MalaysiaBrand: Anmum MaternaCountry: MalaysiaChannels used: Direct marketing, Internet – microsites, widgets, Social mediaMedia budget: Up to 500k

Executive summary

A headstart in brand loyalty

With a small budget and a spot-on strategy, Anmum Materna found a way to get ahead of the aggressive market competition in Malaysia and create an early start in building brand loyalty for its pre-natal milk with its target.

This included a three-pronged approach to engaging the target group, using them to...

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