Anmum: Your pregnancy partner

Onry John Chua and Grace Banguis

This case study describes how Anmum, a milk brand for pregnant women, developed a media strategy to stem its decline and increase product trial in the Philippines.

Anmum: Your pregnancy partner

Onry John Chua and Grace Banguis

Campaign details

Brand Owner: Fonterra Brands PhilippinesLead agency: MediaCom PhilippinesContributing agency: Digit: DM9 and BBDO GuerreroBrand: AnmumCountry: PhilippinesIndustry: Milk and dairy drinksMedia: Content marketing; Internet – display; Internet – general; Internet – search; Mobile and apps; Online video; Social media Budget: Up to 500k

Market background and cultural context

In the Philippines, the milk category is a very competitive and cluttered category characterised by very high advertising investment by the established market leaders. Materna The...

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