Wyeth Nutrition: Touching hearts through CRM scholarship program

Wyeth Nutrition's growing-up milk brand S-26 Procal Gold used programmatic mobile targeting to persuade mums in Indonesia to join its loyalty programme and win scholarship savings.

Campaign details

Brand: Nestlé / Wyeth Nutrition Lead agency: Mindshare Indonesia Country: Indonesia

Strategy

Objective

High Premium segment in Growing Up Milk (GUM) category is continuously declining due to the low functional differentiation and almost al

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