SuperNAN: Super Relatable

Nicholas Short, Benjamin Short, Shekhar Khanna

Infant milk formula brand SuperNAN leveraged AI and big data through partnerships with leading digital platforms to raise awareness and drive sales in China.

Campaign details

Brand: SuperNANBrand owner: NestléAgency: Mindshare China, Publicis ChinaMarket: ChinaIndustries: Baby foodMedia channels: Online videoBudget: 3 - 5 million

Executive summary

By realising the fundamental needs of Chinese mothers and easing babies’ minor sensitivities, we designed our strategy to better cater to this target audience, boost sales, raise awareness and increase our association with allergy prevention.

We partnered China's leading industry platforms, leveraging big data to identify and filter information, exclusively and precisely customising seven target audiences – based on specific demands to meet their diverse...

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