Illuma Organic: The Green Parents' Data Farm

Illuma Organic, a formula milk powder brand, launched The Green Parents' Data Farm campaign in Hong Kong to reach premium mums and market its new organic milk powder.

Agency: OMD Hong Kong

Summary

Illuma Organic is a global first super premium organic formula launched in Hong Kong. Sold at a premium price, the product targeted premium mums who are eco-conscious and have genuine interest in organic products. As we turned to data technology to reach them, we realized conventional data profiling is insufficient. Looking beyond the existing data pool, we started cultivating data from scratch. We segregated and engaged with our target based on their interest level over organic products through digital engagement. With the right content and digital products, we have successfully cultivated 42,000+ quality audience...

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