Anmum: Taste worth sharing

This case study describes how Anmum, an infant formula milk brand, launched with a new approach to the category in Hong Kong by highlighting tangible short-term benefits of its product.

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...

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