BRIEF
SMA Nutrition, the leading British baby milk brand owned by Nestle, wanted to increase its audience pool to UK-based Chinese parents as well as those in China, who would seek recommendations on baby products from peers living overseas. Comms8 was tasked to raise brand awareness and strengthen the brand’s image of science-based nutritious value amongst Chinese parents.
STRATEGY
In-depth market research: To deep dive into the struggles of UK-based Chinese partners, particularly new parents whose family is away in China, we conducted a survey with 200 respondents to understand their hard times during pregnancy and early stage of their parenthood.
Educational workshop for parents: Teamed up with experts in parenting, UK-based Chinese communities and media partner, we organised a series of parenting workshops across the nation sharing practical tips and the Dos and Don’ts of traditional Chinese postnatal practices.
Whitepaper for local healthcare professionals: With the survey results gathered, we published a whitepaper targeting healthcare professionals.
RESULT
The activity proved to be a great success with an overall impressions of 1.8 million.
Over 90 Chinese parents and parents-to-be attended the 3 workshops with a high satisfaction rate of 90%.
11 local media in the UK such as BBC reported the event.