Illuma Organic: The green parents' data farm

Illuma Organic, a formula milk powder brand, launched The Green Parents' Data Farm campaign in Hong Kong to reach premium mums and market its new organic milk powder.

Campaign details

Brand: Illuma OrganicAgency: OMD Hong KongCountry: HONG KONG

Marketing context

Illuma Organic is a new organic milk powder launched in Hong Kong. The existing market of organic formula is small compared with the total milk powder market, with 80% dominated by German Brand HIPP. Priced 1.7x more expensive than HIPP, we wanted to convert existing HIPP users by creating a super-premium segment, at the same time reached out to other upscale mums who were interested in organic products, but yet to engage with any organic milk powder brand.We turned to data audience...

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