Mead Johnson Nutrition Hong Kong’s cross-border marketing campaign “Born to be strong and healthy, Move forward bravely” (left of photo) was awarded “2021 Excellent Marketing Campaign Award” at the 7th Cherry Awards (right of photo).

With in-depth insights into new generation consumers' parenting concepts, the award-winning project broke through the traditional ways of marketing infant formula. Instead, it focused on mothers' feelings and experiences to better communicate with them. This marketing campaign has aroused strong resonance among consumers through delicate mother-baby scenes. Combined with innovative media strategies and KOL engagement, the campaign successfully motivated communications among 92,000+ consumers, earning free media exposure of nearly twice as much as the project investment. In the month of the event, the brand voice increased by nearly 6 times, ranking the first in the HMO infant milk formula sub-category. The in-platform search index also achieved double-digit growth on Tmall and JD.com, helping product sales surge by 2.5 times.

"Grounded in a century of nutritional science, Mead Johnson holds firm to its vision of nourishing children's best start in life. We are proud that the cross-border team's consumer-centric marketing strategies successfully brought the Enfa A+ NeuroPro golden formula to consumers through online channels and platforms. By empowering parents with scientific nutrition and emotional connections, we support parents and children to move forward together and make their parenting journey full of surprises and happiness. The award highly recognises our success in strengthening consumer engagement through innovative marketing strategies. We will continue providing high-quality products and strive to protect the growth of every child," said Mr Pankaj Agarwal, General Manager, Hong Kong, Taiwan & Cross Border of Mead Johnson Nutrition (Hong Kong) Limited.

References

1. ^{^} Media OutReach (www.media-outreach.com)