Campaign details

Brand: FrieslandCampina Vietnam
Lead agency: Adtima
Region: APAC


Being a mother is an amazing experience. Every year, more than 1.5 million Vietnamese women explore this incredible journey of motherhood.

As one of the leading brands in the premium mum and infant milk powder, Friso wants to connect and support mothers-to-be to overcome challenges and enjoy the journey.

Target audience

Mums aged between 20- to 40-years-old who are pregnant or going to be pregnant from rural to urban are our target audience in this campaign.

Mums are not only responsible for their child's well-being, but also having a career development and other life demands to pursuit. Thus, they are too busy to answer phone calls to validate all information from Friso. Furthermore, Friso understands that millennial mums are highly connected, keeping always-on conversation with their friends and family through digital touchpoints, especially on social platforms. 40% of them comment on or like someone else's social network post every day.