Wyeth Nutrition: Touching hearts through CRM scholarship program

Wyeth Nutrition's growing-up milk brand S-26 Procal Gold used programmatic mobile targeting to persuade mums in Indonesia to join its loyalty programme and win scholarship savings.

Campaign details

Brand: Nestlé / Wyeth NutritionLead agency: Mindshare IndonesiaCountry: Indonesia

Strategy

Objective

High Premium segment in Growing Up Milk (GUM) category is continuously declining due to the low functional differentiation and almost all brands have a similar proposition. The category is highly relied on the loyalty of users in consuming the GUM milk during the limited golden period of child growth (up to 5 years). So the challenge for the brand is how S-26 Procal Gold get new moms interested in a CRM program and recruit them with an interesting proposition.

S-26 Procal Gold...

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