Anmum - Fonterra Indonesia: Mum to Mum Ambassador

Anmum, a pregnancy milk brand, created a pregnancy advice platform that allowed pregnant women and mothers to share information, while building positive brand perception in Indonesia.

Campaign details

Brand: Anmum - Fonterra IndonesiaLead Agency: Mediacom IndonesiaRegion: APAC

Objective

Anmum is a pregnancy milk brand that places itself as an expert & understands what is needed by mothers in the pregnancy planning stages, breastfeeding, raising their toddlers by providing products with complete nutrition for mothers and babies. The brand had a multi-pronged campaign objective to improve taste perception in consumer minds, by winning newly introduced product flavors. The task set was to "be the brand pregnant moms would recommend" and "drive brand trials along with incremental consideration".

Delivering these well-laid brand objectives...

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