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SuperNAN: Super Relatable

Case Study • Nicholas Short, Benjamin Short, Shekhar Khanna, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Infant milk formula brand SuperNAN leveraged AI and big data through partnerships with leading digital platforms to raise awareness and drive sales in China.

Nestlé: The Little Book of Poo

Case Study • SABRE Awards, APAC, Consumer Health, Gold, 2020

Nestlé, a food brand, encouraged mothers-to-be in Hong Kong to ask their doctors about allergy prevention for their babies with its series The Little Book of Poo.

Jinlingguan: AI Baby Expert

Case Study • Nicholas Short, Qirong Li, Ariel Ban, WARC Prize for Asian Strategy, Entrant, 2020

Infant formula milk brand Jinlingguan partnered with smart speaker manufacturer Xiaomi to create the AI Baby Expert and appeal to new parents in China.

Jinlingguan: AI Baby Expert

Case Study • Nicholas Short, Qirong Li, Ariel Ban, Sara Wang, WARC Awards, Entrant, Effective Content Strategy, 2020

Infant formula milk brand Jinlingguan partnered with smart speaker manufacturer Xiaomi to create the AI Baby Expert and appeal to new parents in China.

Illuma: Mother's Love Express

Rankings • WARC Effective 100, 2020

Illuma, a formula milk brand, promoted its brand among Taiwanese mothers by creating a breast milk delivery service that saw their pumped breast milk picked up by a delivery rider and delivered straight to their baby at home.

Jinlingguan: AI Baby Expert

Case Study • Nicholas Short, Qirong Li, Ariel Ban, Sara Wang, WARC Media Awards, Silver, Effective Use of Tech, 2019

Infant formula milk brand Jinlingguan partnered with smart speaker manufacturer Xiaomi to create the AI Baby Expert and appeal to new parents in China.

Friso: Winning over Vietnamese Moms with a unique proposition

Case Study • MMA Smarties, Bronze, Vietnam, 2019

Friso, a brand of formula milk, increased sales and engagement in Vietnam by partnering with e-commerce platform Lazada to launch a CRM campaign that targeted Facebook users.

JinLingGuan: A.I. Baby Expert

Case Study • MMA Smarties, Finalist, APAC, 2019

Infant formula milk brand JinLingGuan partnered with smart speaker manufacturer Xiaomi to create the AI Baby Expert and appeal to new parents in China.

Ella's Kitchen: Owning a lifestage

Case Study • APG (UK), Silver, 2019

Ella's Kitchen, a baby food brand, created a new communications model designed to support British parents in the process of weaning their children while increasing revenue by £14.6m.

illuma: Mother's Love Express

Case Study • Winnie Lee, WARC Prize for Asian Strategy, Silver, 2019

Formula milk brand illuma wanted to grow its market share in Taiwan and become the preferred choice after breast milk.

Ella's Kitchen: Forget your product – start selling solutions to create genuine relationships and increase revenue

Case Study • Marketing Society, The Brave Awards, Winner, Relationship Marketing, 2019

Ella's Kitchen, the children's food brand, connected with British parents weaning their children by creating an online weaning programme that grew its revenue by £14.6m.

Gerber: Every Baby is a Gerber Baby – Sparking a global dialogue on inclusion

Case Study • Effies (North America), Finalist, North American Effies, 2019

Gerber, a baby food brand, launched a segment on the TODAY show in the US to demonstrate that every baby is a Gerber baby by interviewing the family of its new spokesperson Lucas, a baby with down syndrome.

Baby formula brands eye China's smaller cities

News • 08 May 2019

International baby formula brands like Nestlé are targeting lower tier cities in China for future growth, but they face distribution challenges and competition from domestic brands which are overcoming earlier safety concerns.

Every Baby is a Gerber Baby: Sparking a Global Conversation on Inclusion

Case Study • SABRE Awards, North America, Branded Journalism, Gold, 2019

Gerber, a baby food brand, launched a segment on the TODAY show to demonstrate that every baby is a Gerber baby by interviewing the family of its new spokesperson Lucas, a baby with down syndrome.

What's working in baby food

Article • WARC Category Intelligence, April 2019

Global strategies, campaign updates and trends in the baby food category.

Ella's Kitchen: Selling up doesn’t mean selling out

Rankings • WARC Effective 100, 2019

Ella’s Kitchen, a baby food brand, created a new communications model designed to support British parents in the process of weaning their children.

How Gerber builds one-to-one connections

News • 31 January 2019

Gerber, a brand that specializes in baby food and products, has effectively built one-to-one consumer engagement via a human-powered digital service that can answer parents’ questions around the clock.

Meet Dotti, Gerber’s tool for building one-to-one consumer relationships

Article • Stephen Whiteside, Event Reports, Digital Marketing World Forum, November 2018

Gerber, the baby food and products manufacturer owned by Nestlé, has driven several core brand metrics thanks to Dotti, a one-to-one digital engagement tool for parents with young children.

Ella's Kitchen: Weaning Programme

Case Study • DMA (UK), Silver, 2018

Ella's Kitchen, a company that makes organic baby and toddler food, recruited UK parents who are beginning to wean their children by launching personalised weaning packs, tips and emails to track progress.

Excella Gold: Fun Waze to learn: Nestlé Excella Gold case

Case Study • MMA Smarties, Gold, LATAM, 2018

Excella Gold, a Nestlé brand of infant formula milk, partnered with navigation app Waze in Mexico to increase brand awareness among parents by increasing environmental stimulations for infants.

Nestlé: Excella Gold Short Audio-Musical Stories in Spotify

Case Study • MMA Smarties, Finalist, LATAM, 2018

Nestlé, a food and drink company, increased reach and awareness in Mexico by launching audio stories via music-streaming service Spotify to promote its formula milk to mothers.

Nestlé NAN Optipro 3: When the parents meet the experts

Case Study • Hon Wui Theo, WARC Prize for Asian Strategy, Entrant, 2018

Milk formula brand Nestlé NAN Optipro 3 grew engagement in Singapore with a multimedia promotional campaign around a product marketed on a platform of trust.

Friso: So you think you can grow Vietnam

Case Study • MMA Smarties, Gold, Vietnam, 2018

Friso, a brand of formula milk, continuously optimised its mobile-dominant acquisition strategy to reduce the costs of acquiring new users in Vietnam.

Illuma Organic: The Green Parents' Data Farm

Case Study • Dragons of Asia, Best Digital Campaign, Bronze, 2018

Illuma Organic, a formula milk powder brand, launched The Green Parents' Data Farm campaign in Hong Kong to reach premium mums and market its new organic milk powder.

Abbott Mommy Scoop

Case Study • Dragons of Asia, Best Social Media Or Word Of Mouth Campaign, Bronze, Dragons of Malaysia, 2018

Abbott, a healthcare company, increased its social presence in Malaysia by launching an unbranded Facebook page to speak to mothers who sought word-of-mouth testimonials.

Global Ad Trends: FMCG and COVID-19

Data • James McDonald, Rob Clapp, WARC Data, March 2020

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
What we know about Health and Wellness Marketing

Article • WARC Best Practice, February 2020

Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.
What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.
Five ways Unilever is adapting in the COVID-19 era

Article • Anna Hamill, WARC Exclusive, April 2020

Unilever, the global FMCG company, is navigating the short-term COVID-19 crunch while looking ahead to new consumer behaviours and the benefits of faster consumer insights.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.