Agency: Consider iProspect
Country: Malaysia

Summary Statement

Consider iProspect launched Abbott Nutrition Malaysia's social presence in 2017, using a data-driven storytelling approach to drive word-of-mouth product purchasing, by engaging moms on their user journey online. In April 2017, the premium health nutrition provider that had been operating since 1987 in Malaysia had 0% share of voice on digital platforms. Which meant that Malaysian moms, 48% of whom look for information online/mobile, and 56% of whom shop online, did not have Abbott Nutrition's main brands, Similac (infant formula milk), PediaSure (growing up milk) or Ensure (adult nutrition supplement) as top of mind whenever they looked for these solutions online1. Consider iProspect was instrumental in taking Abbott Nutrition Malaysia to the next level of growth by implementing the Abbott Mommy Scoop campaign from April 1st to December 31st 2017.

This campaign saw Abbott's first ever social media activation in Malaysia to engage audience's attention, provide a platform for feedback, drive trial of promotional samples, and build loyal brand advocates. Abbott's earned share of voice in 2017 went from non-existent to 20% online by year end. Its Facebook Abbott Mommy Scoop page garnered 60,000 followers; online polls demonstrated that 9 in 10 Malaysian moms trusted Abbott's nutritional products. Abbott Nutrition Malaysia's e-commerce site for nutritional products became the bestselling storefront in its category on Lazada by the end of 2017. The country subsidiary was recognised for being Abbott Nutrition's most digitally innovative campaign within the Abbott network worldwide.

Campaign Strategy