THE CHALLENGE
Friso Gold is a baby formula brand under FrieslandCampina upgraded from Friso Core Value with new recipe, new packaging and new communication to own Digestion and Light Taste attributes.
Knowing that WOM is a key engagement touchpoint for new generation of Moms (Gen Z) who proactively look for different sources of information to decide the first infant formula for their kids, the brand wanted to implement a strong WOM Campaign for Q4/2022 with Authenticity – Virality – Utility to improve Relevant Social Buzz and in Facebook groups of Friso Gold.
THE SOLUTION
We ignited a social movement called "Yes Mom - Mẹ cùng con cân tất", which is inspired by stories of new generation mom like Licia Ronzulli - an Italian politician who takes her baby to voting sessions, and a cosplayer mom who has her child cosplayed in many events.
This movement encourages moms to keep saying yes and continue to do things they love, especially now with their kids, since Friso can help babies have strong digestion and absorption to explore the world.
Simultaneously, a creative device, which is a mini luggage with necessary items for both moms and children to go out and play, is introduced as gifts of this campaign.
THE RESULT:
Friso successfully rose to number two on YMI Ranking of baby formula milk brands.
Total buzz: 54,826
Total interaction: 892,738
Buzz volume soared by 30% with brand mention increasing by 15% from the previous month.
Project: Friso WOM Planning Q4/2022
Agency: BigHead Communication
Creative Director: Thanh Nguyen
Senior Copywriter: Tran Mai
Senior Art Director: Mikeo Ng
Planner: Phuong Anh Nguyen
Social: Ngoc Tran, Vy Pham, Trung Pham, Khuong Tran
Account: Tuan Tran, Trinh Ly
