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LACTOGROW: Dream big – grow happy campaign

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Lactogrow, the growing up milk brand, wanted to overcome its main competitors and establish prominence in the category in Indonesia.

S-26 Procal GOLD: The science behind exceptional #DariBelajarJadiHebat

Case Study • MMA Smarties, Indonesia, Bronze, 2021

S-26 Procal Gold, the growing up milk brand, aimed to reinforce its position as the advocate of exceptional learning and become mums' reliable partner in Indonesia.

DANCOW Nutritods: #BundaBangga campaign

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Dancow Nutritods, the growing up milk brand, aimed to drive penetration by positioning itself as Indonesian mother's greatest ally in Indonesia.

NANKID: #SiapkanSekarang 2.0

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Nankid, the growing up milk brand, hoped to position itself as the trusted allergy prevention specialist that mums turn to in Indonesia.

Wyeth Gold: Fun progressive learning with augmented reality

Case Study • MMA Smarties, Indonesia, Gold, 2021

Wyeth GOLD, the milk powder brand, wanted to encourage mothers to adopt progressive learning to stimulate the growth of kids in Indonesia.

Similac: Touch

Case Study • Gilad Kat, Guy Melzack, WARC Media Awards, Gold, Effective Use of Tech, 2021

Infant formula milk brand Similac turned to touch to help boost sales by becoming mums' brand of choice in Israel.

JinLingGuan: A.I. Baby Expert

Rankings • WARC Media 100, 2021

JinLingGuan, an infant formula milk brand, appealed to new parents and grew sales in China by partnering with smart speaker manufacturer Xiaomi to create the AI Baby Expert.

Friso: Super Pooping

Rankings • WARC Effective 100, 2021

Mei Su Jiaer, a milk powder brand, used medical data to help newborn mothers learn about their baby's physical condition and health from their poop.

Promil Organic: Footfall Campaign

Case Study • Rose Zabala, Miguel Corpuz, Luisa Sanchez, Jeff Orpilla, Dorothy Fonte, WARC Awards for Asian Strategy, 2021

Promil Organic, an organic milk formula brand, launched a campaign in the Philippines to raise awareness of the brand and induce trial among consumers.

Friso: Good poop matters, baby!

Case Study • Danny Tan, Anu Ramasamy, WARC Awards for Asian Strategy, 2021

Formula milk brand Friso grew share of voice in Singapore with an earned media campaign based on 'poop' that educated parents about gut health.

Friso: Beautiful Shit

Case Study • Suzzane Zhang, Yao Wu, Kevin Yuan, WARC Awards for Asian Strategy, 2021

Baby milk formula brand Friso developed an app capable of analysing baby poop with a quick scan, instantly alleviating the worries of mothers in China while strengthening its position in the baby care market.

Agusha: Finding moms in digital

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Agusha, a leading brand of baby food in Russia, explored how to increase the accuracy of its targeted ads for mothers of young children in Russia.

SuperNAN: Super Relatable SuperNAN

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

A campaign by SuperNan, a Chinese Infant milk formula company specialising in a hypoallergenic formula, raised brand awareness by tailoring its advertisements to young mothers.

Enfamil: The most important person in the world

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

A campaign by Enfamil, an infant formula company, in the USA, increased engagement, customer connection, and sales, by demonstrating shared values.

Nido: Toddle Freely

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

NIDO, the infant nutrition brand, attracted younger mothers in the UAE by using a light-hearted and modernised approach.

Friso: Rescue summer with Friso

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Friso, a brand of baby formula, launched a campaign in Vietnam to attract e-commerce consumers.

DANCOW Nutritods: Nutritods Academy 101

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Dancow Nutritods, a children's milk formula brand, launched the Dancow Nutritods 101 Programme in Indonesia to provide information to mothers.

Nestlé aims for ease of use across all buying journeys

Article • Mukta Lad, Event Reports, Adobe Summit, April 2021

After acquiring Gerber, Nestlé rolled out e-commerce operations for the baby food brand with a combination of content and B2B functionality to cater to both consumers and businesses.

Heinz by Nature: Lockdown Lovebaby Collection

Case Study • SABRE Awards, Gold, North America, 2021

Heinz, a food processing company, reinvented its entire baby food portfolio with a limited-edition clothing line under the new Heinz by Nature brand in Canada.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

Nestlé: Super Relatable Super NAN

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

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

Promina: Homemade ‘Easy-to-Cook for Baby’ Mobile Campaign

Case Study • MMA Smarties, Bronze, Indonesia, 2020

Promina, a baby food brand, launched a gamified ad on Indonesia's leading e-commerce platforms to promote Promina Homemade, an easy-to-cook baby food.

S-26 Procal GOLD: Wyeth S26 AR Book

Case Study • MMA Smarties, Silver, APAC, 2020

S-26 Procal GOLD, a formula milk brand, launched a campaign to promote its Future Me AR Coloring Book – an augmented reality (AR) technology stimulation tool.

SuperNAN: Super Relatable

Case Study • MMA Smarties, Silver, X (Global), 2020

SuperNAN, an infant milk formula brand specialising in allergies, drove sales and raised awareness of allergy prevention in China.

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.

What we know about Health and Wellness Marketing

Article • WARC Best Practice, May 2021

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.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.
Wellness redefined: Fostering wellbeing through digitalisation and technology

Article • Euromonitor Strategy Briefings, February 2021

Examines the intrinsic link between digitalisation and technology and the evolution of wellness.
What’s working in FMCG

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in the FMCG category.
Unilever’s global framework for post-pandemic marketing

Article • 샘 페나 테일러, Event Reports, Lions Live, June 2021

FMCG giant Unilever articulates an updated perspective on what its marketing ought to achieve in the post-pandemic world, according to a session at Lions Live.