Gain: The Biggest GAINer Caravan – Winning the approval of Asian tiger mothers
Sebastian Cruz
Campaign details
Brand owner: Abbott Laboratories PhilippinesAgency: PHD Media NetworkBrand: GainCountry: PhilippinesChannels used: Internet – microsites, widgets, Print – general, unspecifiedMedia budget: Up to 500k
Executive summary
This study showcases how Abbott Laboratories strategically utilized insights on Asian mothers, or more specifically Filipino mothers, to turnaround a brand with a declining market share playing in one of the Philippines' most competitive and highly regulated categories.
In 2011, the book Battle Hymn of a...