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.

Campaign details

Brand: illumaBrand owner: WyethLead agency: Ogilvy TaiwanCountry: TaiwanIndustries: Baby foodMedia channels: Livestreaming, Online video, Social media, Websites & microsites, Word of mouth, influencersBudget: 5 - 10 million

Executive summary

In Taiwan, the mothers of newborn babies often give up breastfeeding as soon as they return to work. Even though they believe breast milk is best for their baby, they often find it difficult to persevere on their breastfeeding journey while working.

Putting itself in consumers' shoes, illuma offered mothers free delivery for their breast milk to...

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