Enfa Platinum
Let’s Grow Campaign
Client: Mead Johnson
The Brief: To support the launch of the new line of baby formula and generate mass online engagement and user generated content.
Creative Solution: Our social engagement encouraged the idea of natural parenting with Enfa Platinum’s natural baby formula, because we believe that raising a child is similar to growing a plant – the more organic the process, the better the blossoming outcome.
We tend to forget that all kids require for a happy and healthy childhood are the simplest of things. And HK parents in general, give their children way too much, too much technology, too many toys, too many extra classes and activities etc, creating excessive pressure on their little ones. In other words, they may be doing more harm than good.
Our campaign revolved around a virtual plant that would sprout whenever users uploaded and shared their child’s growth moments, reminding parents that it’s the purest, simple things that allow kids to naturally grow best.
We generated awareness by utilising 140 KOLs to post about their purest childhood memories, in support of the campaign exposure. We then launched the Facebook activation for people to collect a seedling. Participants could then start growing their own customised digital plant on our campaign site.
Execution
Campaign Website
Social Posts
OOH
Banner Ads to boost engagement participation
Responsibilities
Creative Ideation, Pitch, Campaign Website Design, MTR Ad, Social Media, Photographic Art Direction, Vendor Liaison, Artwork Supervision