Illuma: Mother's love express

Formula milk brand illuma wanted to grow its market share in Taiwan and become the preferred choice after breast milk.

Objectives

To fulfil their brand slogan "With You All The Way", Wyeth illuma is devoted to helping new mothers handle the many difficulties of breastfeeding.

55.3% of new mothers quit breastfeeding when they go back to work.

As a brand that supports breastfeeding, illuma introduced a delivery service for mother's milk. This generated widespread attention on social media and discussion about workplace environments not being friendly to breastfeeding mothers.

55.8% of social media comments with keywords related to "breastfeeding" mentioned illuma.

Through the brand's gesture of kindness, breastfeeding mothers develop a close connection with the brand. And the brand's market...

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