Fonterra Anlene: Making Vietnamese women dance again

Adult milk powder brand Anlene 5X grew market share and top-of-mind awareness in Vietnam through a multichannel content strategy based on Vietnamese women's love of dance.

Campaign details

Brand: Anlene Brand owner: Fonterra Entrant company: MediacomIdea creation: Mediacom Ho Chi Minh City Market: Vietnam Sector: Milk & dairy drinks Media channels: Word of mouth, Influencers, KOLs, Social media, Websites & microsites, Search marketing, Television & Connected TV, Livestreaming Budget: 500k - 1 million

Executive summary

A Vietnamese woman recently made the headlines by dancing in front of a moving aircraft, which earned her a six-month flight ban.[1] Thankfully, better sense prevails for the majority of women, who could be seen...

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