The Brand Objective
When it comes to choosing the right nutritional products for their children, parents only want the best. With buying preferences becoming diverse and more unpredictable, and consumers being in a constant state of decision paralysis, convincing them of a product’s superiority over its competitors comes with a whole bunch of challenges. Wyeth Nutrition, known for industry-leading nutritional solutions, faced similar roadblocks in strengthening their position in Indonesia’s highly competitive market.
In order to boost awareness about its scientifically advanced solutions and drive purchases for its premium product, the S-26 Procal GOLD, Wyeth Nutrition decided to provide play-act based on scientific learning to feed kids’ imagination. The brand provided a progressive learning kit on purchasing S-26 Procal Gold for parents that instigates the little doctor in kids. The idea was to empower parents to #NurtureTheExceptional in their children and thus stand out in the highly cluttered digital space.
With this goal in mind, the brand wanted to launch a campaign with the following objectives:
1. Resonate with Indonesian parents, emphasising on the importance of good nutrition in fostering child development.
2. Establish product superiority and influence purchase intent through innovative mobile-first advertising.
3. Partner with a technology provider to drive full-funnel impact through unique, scalable and measurable solutions.