Anmum: Taste worth sharing
Andreas Krasser
Campaign details
Brand owner: Fonterra Brands Hong KongLead agency: DDB Group Hong KongContributing agency: MediaCom Hong KongBrand: AnmumCountry: Hong KongIndustry Baby foodChannels used: Internet - display, Internet - microsites, Online video, Social media, Word of mouth, advocacyMedia budget: Up to 500k
Executive summary
This case study shows how Anmum Hong Kong listened to what mothers had to say on social media to inspire an infant-milk-formula campaign that broke through the clutter of the category: highlighting tangible short-term benefits over...