Understanding that “Being Moms is the hardest job in the world”, facing a bunch of shortcomings and threats. Therefore, every mom needs a thoughtful companion in every moment of care.  As a nutrition expert for children, Nutifood Growplus+ have built the first ever social all – in – one hub of “Super Mom & Super Kid Universe” with strong linkage between digital platform and CDP system (Customr Data Platform), where provides the right solutions and advices at every child’s growing step. Having the Top local comedian, Lam Vy Da as Brand Ambassador, Growplus+ is the first brand in IMP category created an interactive video series to offer insightful, catchy edutainment content that met moms' needs and successfully triggered massive sharing on social to create Buzz as well as impactful engagement to Mom.In recent years, moms are always active in finding the suitable products for their kids and prefer hunting for attractive deals or promotions from the brand. This is a great opportunity for GrowPLUS+ to reach the customer group of its competitors for converting.To do this, it is necessary to use social media as the main channel to build awareness and recruit a database for integrating to the CDP system which creates short (boosting lead/sales)  & long term value ( customer database system) for the brand.

Carry the ambition to be the super choice and inspire the super moms & kids generation, Nutifood GrowPLUS+ introduced the campaign: “Super Mom & Super Kids”The campaign really generates the full-funnel impact via leveraging actionable innovation tactics from the first-ever interactive video series to the first time using CDP ecosystem to sync data recruited from microsite and Zalo OA to effectively convert the purchase immediately with attractive promotion support.

Nutifood Growplus+ used social media and a large number of moms to create attractive activities and maintain the heat of the campaign in the milk industry. They also combined forms of driving traffic from digital to Zalo OA to recruit new members to “Super Mom & Super Kid Universe” and keep leveraging, retargeting consumers to trigger consumer interactions with the brand for the objectives of effectives media tactics, lead generation.The brand leveraged the social buzz metric tools to measure the effectiveness of each week & continuously optimize content for the remaining weeks, which created a very good effect, with content close to the mom community.Other awareness platforms are synchronized to spread the message of the campaign so that people can know & eagerly join “Super Mom & Super Kid Universe”. After 2 months of launching, GP+ ranked first in the rankings in the dairy category, which had never been achieved before, and ranked fifth position in total industry. Lead form continuously increased after each week.TEASINGPreparing for the launch of key series with innovative format, Nutifood first needs to create the hype within the target audience so that the hook is much awaited and well-received with the curios message on social media “Are you ready for joining Super Mom, Super Kid universe?”. Then, spread out the messages in mom & baby communityLAUNCH & ENGAGEIn this stage, the brand focuses on introducing its new customer database system, interactive video series & boosting engagements.Campaign activities drive mom to microsite to explore about the GrowPLUS+ communication story with the new format – interactive video series hosted by KOL Lam Vy Da, then participate minigame, make the purchase with attractive gifts by register at Brand’s Zalo OA, integrated with CPD, to build its database system. Achieving arround 20.000 leads, boosting sales performance instantly within the first week & building a customer database for the long term.AMPLIFYDuring the remaining period, Nutifood GrowPLUS+ seeks to maintain the heat of the campaign by further amplifying its emotional story to its target audience on both online & on ground activitiesThis strategy created a foundation to continue the “Super Mom & Super Kid universe” idea for next phases.

In terms of maintaining consistency in strategy from planning to execution, we achieved unprecedented results. For instance, we ranked first in market discussions win top 1 SOV/ SOS vs direct competitors on key platforms. Moreover, we contributed to the customer data system and expanded it further for upcoming campaigns.Social & market impact:In BSI Top 10 Chart in 2 consecutive months and in November reached the 1st position with over 414.000 buzz.1st place in Younet's ranking of powdered milk products in 2 consecutive months (Oct & Nov)Search volume from 71k to 80k (+12%) that more people are actively searching for the brand,, maintaining the upward trend of GP+and over key competitor Pediasure.Media performance:Top 1 SOV + 74% growth on Youtube in total (both direct booking and programmatic).Increased Engagement Rates go through the Xaxis Programmatic and Copilot optimized VTR from 30% to 65% for local sites and 51% for Youtube.Database system: Combination between Digital Platform, Zalo OA and CDP system integration garnering near 20.000 user data.·   Reducing CRM workload up to 90%, boost instant sales performance within 1 week. Real-time & Systematic database system.·   Contribute to 800k database for CDP systemSale performance.- Sales performance increased 13% in Q4.- Especial Direct to customer channel:  grow 49% in Q4- Convert over 64% new users