Mei Su Jia Er: Super poop detector

Sheena Jeng, Kevin Yuan, Yao Wu

The milk powder brand Mei Su Jiaer hopes to help the baby's health in all dimensions, and hopes to use medical big data to help newborn mothers learn about the baby's physical condition from the baby's poop.

Case details

Brand: Mei Su Jiaer

Brand owner: Mei Su Jiaer

Main Agency: McCANN Shanghai

Holding Group: IPG

Put on the market: Mainland China

Delivery time: December 16, 2019-January 5, 2020

Industry: Milk powder

Media channels: Mini program, search engine, APP

Budget: 2.3 million

Case summary

80% of newborn mothers don't know anything about their baby's poop. In China, there is only one pediatric doctor for every 1587 pairs of mothers and children. It is more difficult for mothers to consult a doctor to poop than they thought.

Mei...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands