Campaign details

Brand: illuma
Brand owner: Wyeth
Lead agency: Ogilvy Taiwan
Country: Taiwan
Industries: Baby food
Media channels: Livestreaming, Online video, Social media, Websites & microsites, Word of mouth, influencers
Budget: 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 help them send it to their babies right away. As illuma demonstrated its determination to be the best teammate of breastfeeding mums, its market share reached a new record high.

Market background and cultural context