MediaCom Hong Kong wins ‘Best Integrated’ at Yahoo! awards for Fonterra brand Anmum
MediaCom and Fonterra brand Anmum were awarded outstanding in the “Best Integrated” category on the Hong Kong leg of the North Asia Yahoo! Big Idea Chair awards. 2014 marked the sixth year of these increasingly considered premier digital awards. This reputation is due to its stringent judging panel comprised of many of the local industry’s key digital influencers. Their aim is to identify and recognize standout digital work in partnership with Yahoo! within the boundaries of Hong Kong.
Top gong for MediaCom was awarded in the best integration category for Anmum’s ‘Taste Worth Sharing’ content partnership which saw an unrivalled combination of creative idea (concepted in partnership with DDB Group), content creation from Yahoo!’s own editorial team and intelligent digital media execution.
The main campaign insight revolved around giving equal weighting in importance to the scientific benefits of infant milk formula as well as the need for a pleasant tasting product with the latter often overlooked as a defining trigger for Mums.
Anmum believes that a balance between the two would make the infant feeding experience easier and happier for both Mum and baby and make her more likely to share her positive brand experience with other Mums.
As well as executing category first usage of Yahoo!’s recently launched native ad solution, MediaCom also facilitated a number of high impact display executions across both desktop, mobile and SEM to take advantage of increased brand interest and retargeting technology to help drive Anmum sampling.
Two of the more innovative executions were a popular UGC competition encouraging mums to submit photos of their little emperors (delivering 1,500 entries). These were then repurposed and converted into new ads to further encourage competition entry.
A second content creation mechanic leveraging the persuasive power of Yahoo!’s editorial team meant Anmum were able to distribute bespoke articles dynamically and maintain initial dialogue with their core audience. A string of successful results directly attributed to the partnership included a 225% increase in sample requests and a decrease in cost per sample by over 1,000%.
Adrian Lee, Head of Digital at MediaCom Hong Kong said “The Taste Worth Sharing campaign is a fantastic example of best in class integration not only from an idea concept to execution point of view but also in the way that Anmum, MediaCom and DDB were able to align and work together to deliver an award-winning piece of work. As part of MediaCom’s 2020 Connections approach we firmly believe that content fuels success and winning this award is testament to that line of thinking”.