For nearly 10 years, International Mailing List Cow & Gate has supplied baby and toddler milk to customers in Hong Kong. Over time, the brand saw a need to challenge its thinking to ensure it continued to remain relevant to the shifting mindsets and media habits of its key audience — millennial moms. Qing Ye, former marketing director and now disruptive innovation director at Cow & Gate’s parent company, International Mailing List reveals how the brand adapted its advertising strategy after gaining a better understanding of the nuances of young moms aged 25 to 35, allowing Cow & Gate to meet them with a meaningful message on the platforms important to them. As purchasers of baby and toddler milk, millennial moms have always been a key audience for us. In APAC, International Mailing List almost 9 out of 10 women say they share or have primary responsibility for daily shopping,1 so our advertising efforts are International Mailing List focused on International Mailing List how we can remain top of mind — and top of their shopping lists.
Traditionally, we had advertised our Cow & Gate products on TV, International Mailing List but consumer research revealed that millennial moms were researching more online before purchase,2 and 94% of millennial moms had watched a video clip or visited a video-sharing site in the past month.3 Ipsos research revealed that by International Mailing List focusing investments in online video, YouTube could be twice as effective for driving top-of-mind awareness and even more effective in driving purchase intent.4 Understanding the mindset of our key audience Having an idea of the right platform by which to reach millennial moms is one thing, but we needed to connect International Mailing List with this audience and understand their motivations. International Mailing List Through our Danone consumer research, we uncovered that being a millennial mom isn’t easy.
In an age when access to information is in abundance, International Mailing List young moms are overloaded with information on how to best approach parenting, constantly seek guidance and reassurance from others, and feel pressured to make the right decisions at every step of their children’s growth. Through our campaign, we wanted to make sure we were not only offering moms the support they needed during the early stages of parenting International Mailing List but also demonstrating the wonderful things that can happen when parents empower their kids to challenge expectations and teach them how to live life their own way. Hong Kong Lead We designed three distinct creative spots around each of our insights. International Mailing List 1. Moms feel pressure to make the right choices Moms in Hong Kong are inundated with information on how to best approach parenting. International Mailing List Our research showed they are overwhelmed with the variety of options available to them, and as a result they feel incredible International Mailing List pressure to know how to make the right choices for their children.