Ever-understand that the journey of growing the child is not easy for moms, facing a bunch of shortcomings and threats. Therefore, no more than ever, every mom needs a thoughtful companion to give her the right solution and rich advice in every moment of care.  As the nutrition expert for children, Nutifood GrowPLUS+ wants to be her proud & insightful guru to overcome any challenges that may stop moms and kids in the growth journey, yet wants to step out of the serious convention of the traditional communication to reposition that an expert is also enjoyable and approachable through the most effective format with a famous social mom: interactive video series on Youtube, then spread out on social platform matching for Mom & Baby community behavior hosting by Lam Vy Da. It helps user can easily take the emotional story from the brand.Hence, Nutifood GrowPLUS+ twists it's lenses to meet mom’s insight that “Every mom wishes to be her best version bringing all the best care to her child, confidently step on challenges of shortcomings and unwanted sickness to enable them the freedom to do whatever they love, even making dream of being superman, doing the wonder in their universe” with the CTA from Mom & Baby communities from the brand on social touchpoint.

Carry the ambition to be the super choice and inspire the super moms & kids generation, Nutifood GrowPLUS+ introduce the campaign: “Super moms, super kids”To achieve the goal of shifting consumers’ perspective about Nutifood GrowPLUS+, we decided to focus on Digital and Social as the key platform for success; other channels OOH, offline sampling as supporting channels to increase mass awareness.To hook the attention of moms in the cluttered communication in M&B category, Nutifood GrowPLUS+ creates the first-ever interactive video series with the famous comedian actress Lam Vy Da to provide insightful and catchy edutainment content to relevant demands, which successfully trigger the sharing from moms.On social space, hot moms keep the momentum with the series “Trong cái khó, có mẹ siêu phàm lo" with Nutifood GrowPLUS+, as the result, it elevates real moms to show and create UGC about own stories.Nethertheless, leveraging the spending wave in year-end, Nutifood GrowPLUS+, for the first time, leverages the microsite and Zalo OA to collect moms data and effectively convert the purchase via attractive promotion tactics.The combination of insightful creatives and leverage the advantages of other platforms brough to a massive awareness & positive engagements from user

TEASING Preparing 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 curious message “Are you ready for joining Super Mom, Super Kid universe?”Within the first week, Lam Vy Da & series of Micro KOLs, initiate to post on their social pages teasing the upcoming series, highlighting the innovative format being pioneered in Vietnam. GrowPLUS+ also uses WOM channel & media tactics to create mass awareness.

LAUNCH & ENGAGE In the main stage, the brand focuses on introducing its new customer database system, interactive video series & boosting engagements.GrowPLUS+ kickstarts the campaign with the interactive series “Super Mom, Super Kid universe”. It included a main video showcasing different physical shortcomings of children respectively to each product functional offering then drived moms to explore the subsequent videos of relevant physical problems. The brand still keep strategy of using KOL, WOM combine with media to boost views & buzzFrom online activities to offline POSM at stores, moms are driven to brand microsite an all-in-one hub to explore about the GrowPLUS+ communication story, participate minigame, then make the purchase with attractive gifts by register at Brand’s Zalo OA, integrated with CPD, to build its database system. It helps to boost sale performance instantly within first week & build a customer database for the long term

AMPLIFY During 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 activities. Especially, an offline event in Hanoi continues to deliver the “Super Mom & Super Kid” experience to users with the inspired playground combined with BMI examination activities with nutrition experts attracting over 90% new users & 2,800 samplings.This online to offline strategy created a foundation to continue the “Super Mom & Super Kid universe” idea for next phases.

Being the first-ever campaign of Nutifood to integrate the consumer database system CPD, the brand garner significant achievements:SOCIAL SUPER NUMBER- Generated 130.000+ buzz on social media within the first week & 40.000+ engagement on Grow PLUS+ Page.- An increase in search volume grew 12% during the campaign that more people are actively searching for the brand, indicating a growing interest and familiarity with the brand's products or services, maintaining the upward trend of GrowPLUS+ and over key competitor Pediasure- Campaign successfully proven by consecutively achieved Top BSI in October and November 2022 & 1st place in Younet's ranking of powdered milk products- Achieve for the first-time Interactive Video Format VTR 37% (compared to norm 22%)- Impressive Engagement with AR that creates 58% lead to Microsite (compared to norm 38%)- Over 1,500 organic lead generated by invitations from Minigame participant on microsite – leverage the spread out in the Mom & Baby communities.DATABASE SYSTEM SUPER INITIATIVE- Combination between Digital Platform, Zalo OA and CDP system integration garnering near 20.000 user datas- Retargeting data user on media for enhance the chance of recruit new user- Reducing CRM workload to 90% for calling user and Instantly boost sales performance within 1st week & throughtout campaign in Q4.- Real-time & Systematic database system for immediate actions.SUPER SALES PERFORMANCE- Sales performance increased 13% in Q4.- Especial Direct to Customer channel: RR Q4 grow 49% compared to the previous quarter