Smart babies discuss the taste of Anmum milk powder in new campaign via Tribal Worldwide HK

Fonterra’s Anmum Pediatric Milk Formula and Tribal Worldwide Hong Kong have launched a social media campaign that centres on social media to create word of mouth recommendations from mothers.

Running on Anmum’s YouTube channel, Facebook page, as well as KOL’s Facebook pages, the video features smart toddlers talking on the phone to their toddler friends about wanting a kid milk powder brand that is not only good for them, but also tastes good.

Monitoring online conversations, Tribal Worldwide Hong Kong and Anmum Hong Kong uncovered a hot topic amongst mums is the taste of kid milk. Based on this social insight, the campaign focuses on the message that Anmum kid milk powder has a ‘taste worth sharing’.

Brucemond Chan, Senior Marketing Manager, Fonterra Brands Hong Kong, said, “We wanted to find a relevant and interesting aspect of our product to hook our target audience. In collaboration with Tribal Worldwide Hong Kong, we identified the ‘taste’ of infant milk was a hot topic online. In this campaign we emphasise Anmum infant milk’s accurate amount of sweetness, its smoothness and non-artificial taste – three very tangible, relevant and popular topics to mothers.”

The online campaign includes a viral video, campaign site, social media activations and strategically placed web and mobile banner advertising.