Mead Johnson IMEC Campaign
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Mead Johnson IMEC Campaign

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  • 1. Holistic Brain Development IMC Strategy & Creative Proposal Wednesday, 7 August, 13 Aug 5, 2013
  • 2. Objective • To develop an IMC Campaign where Digital is the Lead, that will enable mums to understand the core campaign focus/vision of the brand • To engage our Target Audience in a tactical-creative way, that will encourage online & offline event participation and brand affinity • To drive brand preference that will eventually increase sales Wednesday, 7 August, 13
  • 3. Understanding Our Mums Wednesday, 7 August, 13
  • 4. What is an Achiever Mum? She wants her child to be extraordinary and places immense expectations on them as she wants them to be ahead of others now and in the future. However, she realizes to achieve this her child must be more than just academically smart. Her child is her source of pride and joy. Whenever people compliment her child’s abilities and achievements it affirms that she is being a good mum. This validation from her peer group makes her feel superior. Source: Project Edison Research 2011 Wednesday, 7 August, 13
  • 5. What she wants for her child? For Mums, the most meaningful and fun activities are ones that can enrich their child’s experiences and broaden their vision Mums love their child so much, and any opportunity that will enable them to learn and share with their kids to perform better will surely hook them to understand more Source: Project Edison Research 2011 Wednesday, 7 August, 13
  • 6. But Mums know, it’s a very tough competition out there Without being qualified, the child will lose. Mom also perceives the competition as the stormy ocean. If their ability isn’t strong enough, the child will be washed over by a tidal wave Source: Project Edison Research 2011 Wednesday, 7 August, 13
  • 7. For Mums, the purpose of nurturing is for the child to develop fully and then to win Moms expect their child to handle situations well and even be a leader (commander) to control this war, to stand up to society with their wellrounded development/ability. Source: Project Edison Research 2011 Wednesday, 7 August, 13
  • 8. Our Mums’ Digital Behavior Wednesday, 7 August, 13
  • 9. What Mums are doing Online? Social Media Habit Education They like to search for information where they can learn more information and gain knowledge or expertise Searching Solutions to Answer Problems Moms continually seek for solutions on common household or management concerns i.e. baby care Watching Info-Videos about Learning New Things Beauty is an Attitude, they want to be seen on their Social Page wearing or having the latest clothes or gadgets Source: Moms Online Study 2013 Wednesday, 7 August, 13
  • 10. What Mums are looking for? Searches Ads Online Discounts They get attracted to online discounts and deals. They always look for ways to save money Mobile Mobile Coupons They love receiving automatic mobile rewards that will save them money Deals They want to get deals or packages that will lower the cost and give them more savings, particularly in nearby areas. Source: Moms Online Study 2013 Wednesday, 7 August, 13
  • 11. What Types of Content are they interested to participate and interact? Online Content Information & Tips They need to look “beautiful”, they want their friends to see them with good products Interactive Survey with Rewards They want to know the latest trend and what could be the next Viral Hit Videos Beauty is an Attitude, they want to be seen on their Social Page wearing or having the latest clothes or gadgets Likes & Share Showing Beautiful places are definitely something they want to share and let others know what they were doing. Quality of their pictures comes from their device Source: Moms Online Study 2013 Wednesday, 7 August, 13
  • 12. Our Insight Our Mum She is an achiever Mum, and every achievement of the child is also her achievement. For Mums, whenever their child is complimented, it’s mums validation and affirmation that they performed and done their part well Their Aspiration They know it’s a very competitive world out there, and they want to ensure that they can nourish their child well enough to stay ahead of the game Their Digital Behavior Mums are searching for online contents that will give her more information that will enable her to perform her role of preparing and nourishing her child Challenge How do we enable Mums to provide and nourish her child with the right information, content and resources to advance her child’s development? Wednesday, 7 August, 13
  • 13. Content/ Communication Strategy Mums are achiever mums. For them, ensuring their child is well nurtured means holistic brain development that will lead to child’s competitiveness Child Mums Insight Wednesday, 7 August, 13 It’s a competitive world out there, at the young age, child should be nurtured enough to get prepared and stay ahead of the game Problem Mums are not able to provide the right nurturing because of the lack of enough information, knowledge and know-how to do & measure it Solution Enable the Mums by equipping them with creative tools that will help them understand what is IMEC and apply this to their child’s development
  • 14. Communication Idea Advance Your Child’s Competitive Edge with Holistic Brain Development Let Mead Johnson enable the Mums by providing them with the right tools, learning and knowledge that will help them nurture their child to advance and gain a competitive edge with Holistic Brand Development Mead Johnson enables the Mums for their Child’s Competitive Edge Wednesday, 7 August, 13
  • 15. Digital-lead IMC Roll-Out Plan Campaign Idea Advance Your Child’s Competitive Edge with Holistic Brain Development Teaser Phase Awareness & Engagement Phase Sustain Phase Warm-Up Phase Launch Participation/ Sales • • Spark Buzz • Sustain Buzz • Create Awareness • Engagement/ Sharing • Drive Purchase/ Sales • Engagement/ Sharing • Participation • Participation • Objective Initiate Buzz Interaction • Engagement Know Your Advance Your Child’s Competitive Edge Key Message Child’s Competitive Edge Show Your Child’s Competitive Edge • Online Video • Online Video Weibo MJ Official Page • MJ Campaign Page • Talent Viral Video • WeChat • Weibo MJ Official Page • MJ Campaign Page • Banner Ad • MJ Brand Site • Weibo MJ Official Page • WeChat • WeChat • Banner Ad • Banner Ad • Mobile App • Mobile App • Print • Print •In Store Activation Offline • • Digital-as Lead MJ Campaign Page • In-Store Activation (Premium) • OOH •Print • PR Event • In-Store Activation (Premium) • OOH • TV Show (Sponsorship/ Cooperation) Support • • Registration • Registration/ Link to Retail • Follow on WeChat • On-Site/Event Registration • Activation Participation/ Incentive to Consumer • Interaction Registration Weibo & WeChat Engagement • Offline-to-Online Event Sharing • Offline-to-Online Event Sharing • Friends Invite/ Sharing • Website Interaction • Website Interaction Wednesday, 7 August, 13
  • 16. Creative Idea 比较是妈妈们的心态,与朋友的宝宝比,与不认识的宝宝比,与昨天的宝宝比…… 良性的比较有助发现不足,帮助宝宝提升能力,为宝宝的未来积攒更强的竞争力。 培育宝宝的路上,怎样比?和谁比?比什么? Wednesday, 7 August, 13
  • 17. Compare with…… 不再是冷冰冰的数据,不再是摸不着头脑的 图表,TA是充满趣味又亲切的BB,一个虚 拟的BB,一个在IMEC四方面整体发展的 BB,TA就是代表宝宝竞争力的A+标准! 妈妈通过与A+BB的良性比较,可以发现在 开发宝宝大脑潜能的过程中有哪些欠缺, 以A+BB为最高标准来开发宝宝在IMEC方 面的竞争力,并了解到营养和培育是关键。 A+ BB Wednesday, 7 August, 13
  • 18. Compare with…… 不再是冷冰冰的数据,不再是摸不着头脑的 图表,TA是充满趣味又亲切的BB,一个虚 拟的BB,一个在IMEC四方面整体发展的 BB,TA就是代表宝宝竞争力的A+标准! 妈妈通过与A+BB的良性比较,可以发现在 开发宝宝大脑潜能的过程中有哪些欠缺, 以A+BB为最高标准来开发宝宝在IMEC方 面的竞争力,并了解到营养和培育是关键。 A+ BB Wednesday, 7 August, 13
  • 19. Digital-lead IMC Roll-Out Plan Campaign Idea Advance Your Child’s Competitive Edge with Holistic Brain Development Teaser Phase Awareness & Engagement Phase Sustain Phase Warm-Up Phase Launch Participation/ Sales • • Spark Buzz • Sustain Buzz • Create Awareness • Engagement/ Sharing • Drive Purchase/ Sales • Engagement/ Sharing • Participation • Participation • Objective Initiate Buzz Interaction • Engagement Know Your Advance Your Child’s Competitive Edge Key Message Child’s Competitive Edge Show Your Child’s Competitive Edge • Online Video • Online Video Weibo MJ Official Page • MJ Campaign Page • Talent Viral Video • WeChat • Weibo MJ Official Page • MJ Campaign Page • Banner Ad • MJ Brand Site • Weibo MJ Official Page • Mobile App • WeChat • WeChat • Banner Ad • Banner Ad • Mobile App • Mobile App • Print • Print •In Store Activation Offline • • Digital-as Lead MJ Campaign Page • In-Store Activation (Premium) • OOH •Print • PR Event • In-Store Activation (Premium) • OOH • TV Show (Sponsorship/ Cooperation) Support • • Registration • Registration/ Link to Retail • Follow on WeChat • On-Site/Event Registration • Activation Participation/ Incentive to Consumer • Interaction Registration Weibo & WeChat Engagement • Offline-to-Online Event Sharing • Offline-to-Online Event Sharing • Friends Invite/ Sharing • Website Interaction • Website Interaction Wednesday, 7 August, 13
  • 20. Key message: Know your Child’s Competitive Edge Wednesday, 7 August, 13
  • 21. Offline Support 什么是竞争力的A+标准?这个黄金 标准由A+BB为你展示。将会创造一 系列不同造型的A+BB,TA们代表在 某一个阶段所达到的各种成长里程 碑,全部做到就是竞争力的A+标 准。同时邀请妈妈到网站比一比, 看看她们宝宝竞争力的高低。 展示地点:大型超市、公园、早教 中心附近等。 智力 Wednesday, 7 August, 13 作 情感 言
  • 22. Offline Support 什么是竞争力的A+标准?A+BB为你展 示。创造一系列不同造型的A+BB,TA 们代表在某一个阶段所达到的各种成长 里程碑,全部做到就是竞争力的A+标 准。同时邀请妈妈到网站比一比,看看 她们宝宝竞争力的高低。 展示地点:大型超市、公园、早教 中心附近等。 Wednesday, 7 August, 13
  • 23. Wechat 设立A+BB的公众账号,定期向妈妈推送竞 争力的A+标准 ,邀请妈妈一起来比比。 Wednesday, 7 August, 13
  • 24. Website 想知道宝宝的竞争力?首先要了解 到代表宝宝竞争力的A+标准。 选择宝宝的年龄阶段 ,A+宝宝就 会做出这个阶段所有IMEC成长里 程碑的表现,这就是竞争力的A+标 准。和TA比较,妈妈就能看出宝宝 的竞争力。 提醒妈妈衡量宝宝竞争力的法宝即 将推出,妈妈可以通过关注微博或 微信得到通知。 如妈妈把这个消息分享出去,将有 机会获得发布会的门票。 Wednesday, 7 August, 13
  • 25. Weibo 设立A+BB的微博账号,定时发布微 博,展现出竞争力的A+标准,邀请妈妈 一起来比比。 美赞臣官方微博和育儿名人帮助推广A +BB的微博。 Wednesday, 7 August, 13
  • 26. Banner Ad Wednesday, 7 August, 13
  • 27. Digital-lead IMC Roll-Out Plan Campaign Idea Advance Your Child’s Competitive Edge with Holistic Brain Development Teaser Phase Awareness & Engagement Phase Sustain Phase Warm-Up Phase Launch Participation/ Sales • • Spark Buzz • Sustain Buzz • Create Awareness • Engagement/ Sharing • Drive Purchase/ Sales • Engagement/ Sharing • Participation • Participation • Objective Initiate Buzz Interaction • Engagement Know Your Advance Your Child’s Competitive Edge Key Message Child’s Competitive Edge Show Your Child’s Competitive Edge • Online Video • Online Video Weibo MJ Official Page • MJ Campaign Page • Talent Viral Video • WeChat • Weibo MJ Official Page • MJ Campaign Page • Banner Ad • MJ Brand Site • Weibo MJ Official Page • Mobile App • WeChat • WeChat • Banner Ad • Banner Ad • Mobile App • Mobile App • Print • Print •In Store Activation Offline • • Digital-as Lead MJ Campaign Page • In-Store Activation (Premium) • OOH •Print • PR Event • In-Store Activation (Premium) • OOH • TV Show (Sponsorship/ Cooperation) Support • • Registration • Registration/ Link to Retail • Follow on WeChat • On-Site/Event Registration • Activation Participation/ Incentive to Consumer • Interaction Registration Weibo & WeChat Engagement • Offline-to-Online Event Sharing • Offline-to-Online Event Sharing • Friends Invite/ Sharing • Website Interaction • Website Interaction Wednesday, 7 August, 13
  • 28. Key Message: Advance Your Competitive Edge Wednesday, 7 August, 13
  • 29. Banner Ad Wednesday, 7 August, 13
  • 30. Website 一个衡量和提升宝宝竞争力的法宝正式 推出啦! 与A+BB比较,就可以获得自己宝宝的 竞争力报告。根据报告结果,我们还为 宝宝度身定做两大妙招:营养+培育, 帮助提升宝宝竞争力,从而增加妈妈对 网站的粘性。 与朋友的宝宝比较,给妈妈额外的动力 提升宝宝的竞争力,增加妈妈的社交活 动,扩大网站的影响力。 与昨天的宝宝比,看到进步,更增强 妈妈的成就感。 Wednesday, 7 August, 13
  • 31. Website 一个衡量和提升宝宝竞争力的法宝正式 推出啦! 与A+BB比较,就可以获得自己宝宝的 竞争力报告。根据报告结果,我们还为 宝宝度身定做两大妙招:营养+培育, 帮助提升宝宝竞争力,从而增加妈妈对 网站的粘性。 与朋友的宝宝比较,给妈妈额外的动力 提升宝宝的竞争力,增加妈妈的社交活 动,扩大网站的影响力。 与昨天的宝宝比,看到进步,更增强 妈妈的成就感。 Wednesday, 7 August, 13
  • 32. Website 一个衡量和提升宝宝竞争力的法宝正式 推出啦! 与A+BB比较,就可以获得自己宝宝的 竞争力报告。根据报告结果,我们还为 宝宝度身定做两大妙招:营养+培育, 帮助提升宝宝竞争力,从而增加妈妈对 网站的粘性。 与朋友的宝宝比较,给妈妈额外的动力 提升宝宝的竞争力,增加妈妈的社交活 动,扩大网站的影响力。 与昨天的宝宝比,看到进步,更增强 妈妈的成就感。 Wednesday, 7 August, 13
  • 33. Mobile APP 智能手机越来越普及,妈妈可以一天都 不使用电脑,但是她可能一天都离不开 手机,开发手机app,可方便妈妈、 提高粘性。 具备Website的所有功能以外,还增 加“影像馆”功能,让妈妈可以随时拍 下BB新的竞争力,并利用预设的模板生 成可爱的照片或者短片,分享到微博。 鼓励更多妈妈下载APP,即可得到优惠 券,并打通T-MALL,助力电商销售。 Wednesday, 7 August, 13
  • 34. Wechat 根据宝宝和A+ BB的比较, A+ BB 定期度身定做向妈妈推送营养和培 育两大育儿妙招, 助力妈妈更好提升 宝宝的的竞争力。 邀请下载手机APP. Wednesday, 7 August, 13
  • 35. Weibo A+ BB每天发布最佳宝宝比较结 果,并分享相应阶段的营养和培育 两大育儿妙招, 助力妈妈更好提升 宝宝的的竞争力。 邀请下载手机APP. Wednesday, 7 August, 13
  • 36. Online Videos 定期发布育儿视频,由A+宝宝亲身 示范如何提升竞争力。并邀请妈妈 在学习了之后,再来比一比。 Wednesday, 7 August, 13
  • 37. Digital-lead IMC Roll-Out Plan Campaign Idea Advance Your Child’s Competitive Edge with Holistic Brain Development Teaser Phase Awareness & Engagement Phase Sustain Phase Warm-Up Phase Launch Participation/ Sales • • Spark Buzz • Sustain Buzz • Create Awareness • Engagement/ Sharing • Drive Purchase/ Sales • Engagement/ Sharing • Participation • Participation • Objective Initiate Buzz Interaction • Engagement Know Your Advance Your Child’s Competitive Edge Key Message Child’s Competitive Edge Show Your Child’s Competitive Edge • Online Video • Online Video Weibo MJ Official Page • MJ Campaign Page • Talent Viral Video • WeChat • Weibo MJ Official Page • MJ Campaign Page • Banner Ad • MJ Brand Site • Weibo MJ Official Page • Mobile App • WeChat • WeChat • Banner Ad • Banner Ad • Mobile App • Mobile App • Print • Print •In Store Activation Offline • • Digital-as Lead MJ Campaign Page • In-Store Activation (Premium) • OOH •Print • PR Event • In-Store Activation (Premium) • OOH • TV Show (Sponsorship/ Cooperation) Support • • Registration • Registration/ Link to Retail • Follow on WeChat • On-Site/Event Registration • Activation Participation/ Incentive to Consumer • Interaction Registration Weibo & WeChat Engagement • Offline-to-Online Event Sharing • Offline-to-Online Event Sharing • Friends Invite/ Sharing • Website Interaction • Website Interaction Wednesday, 7 August, 13
  • 38. Key Message: Show Your Competitive Edge Wednesday, 7 August, 13
  • 39. Banner Ad 同时推出Banner Ad推出优惠券打通T-Mall. Wednesday, 7 August, 13
  • 40. Website 宝宝有竞争力,妈妈当然自豪分享。鼓励 妈妈与其他宝宝良性比较。上传宝宝在 IMEC方面的竞争力短片/图片故事,从 而吸引更多的妈妈来关注以及分享。 前十名有机会参加电视节目—— 《中国宝宝秀》进行终极比拼。 同时,这些节目视频将在触动媒体上 播出。 Wednesday, 7 August, 13
  • 41. Website 宝宝有竞争力,妈妈当然自豪分享。鼓励 妈妈与其他宝宝良性比较。上传宝宝在 IMEC方面的竞争力短片/图片故事,从 而吸引更多的妈妈来关注以及分享。 前十名有机会参加电视节目—— 《中国宝宝秀》进行终极比拼。 同时,这些节目视频将在触动媒体上 播出。 Wednesday, 7 August, 13
  • 42. Weibo 根据IMEC,A+BB每日发布“最有竞争 力的宝宝”Video,吸引妈妈关注和参与。 Wednesday, 7 August, 13
  • 43. Wechat 根据你宝宝的年龄阶段,A+BB特别推 送 同一阶段宝宝IMEC方面的“最有竞 力”的Video,吸引妈妈关注和参与。 Wednesday, 7 August, 13
  • 44. Viral 通过网站的活动,已得到很多UGC,我们 可以将这些内容重新包装,就可以成为吸 引妈妈关注和转发的Viral Video 。 Wednesday, 7 August, 13
  • 45. Digital-lead IMC Roll-Out Plan Campaign Idea Advance Your Child’s Competitive Edge with Holistic Brain Development Teaser Phase Awareness & Engagement Phase Sustain Phase Warm-Up Phase Launch Participation/ Sales • • Spark Buzz • Sustain Buzz • Create Awareness • Engagement/ Sharing • Drive Purchase/ Sales • Engagement/ Sharing • Participation • Participation • Objective Initiate Buzz Interaction • Engagement Know Your Advance Your Child’s Competitive Edge Key Message Child’s Competitive Edge Show Your Child’s Competitive Edge • Online Video • Online Video Weibo MJ Official Page • MJ Campaign Page • Talent Viral Video • WeChat • Weibo MJ Official Page • MJ Campaign Page • Banner Ad • MJ Brand Site • Weibo MJ Official Page • Mobile App • WeChat • WeChat • Banner Ad • Banner Ad • Mobile App • Mobile App • Print • Print •In Store Activation Offline • • Digital-as Lead MJ Campaign Page • In-Store Activation (Premium) • OOH •Print • PR Event • In-Store Activation (Premium) • OOH • TV Show (Sponsorship/ Cooperation) Support • • Registration • Registration/ Link to Retail • Follow on WeChat • On-Site/Event Registration • Activation Participation/ Incentive to Consumer • Interaction Registration Weibo & WeChat Engagement • Offline-to-Online Event Sharing • Offline-to-Online Event Sharing • Friends Invite/ Sharing • Website Interaction • Website Interaction Wednesday, 7 August, 13
  • 46. Consumer Journey Consumer Awareness Engagement Preference Online Video WeChat Campaign Site Social Media Mobile App WeChat TMall Social Media Mobile App Official Site Print In-Store Activation Offline Store In-Store Activation Online TA Campaign Site (Integrated Social Website Print OOH Offline TA Events TV Show Wednesday, 7 August, 13
  • 47. DISCUSSION Wednesday, 7 August, 13