This is a story of “David and Goliath” in China milk powder market.
The battle was happening in DEC 2014, an absolute boom season for sales. During that period, we were facing the most aggressive competitive situation of the entire year: competitors either had lots of discounts or offered various kinds of promotional packages… They would spend really a lot to ensure they can meet their sales target by the year end.
Despite the limited promotion budget, Eleva was still able to break the sales record in 2014 DEC. We didn’t rely on price discount or give away expensive gifts. What we have done is to focus on something that all baby can’t live without, but hardly be noticed: the milk powder can.
From Abbott Eleva’s perspective, the milk powder can was not just a container of baby’s nourishments; it has a chance to become the best media to deliver Eleva’s unique brand experiences. Inspired by the brand positioning of “sense the magic of growing up”, we developed a toolkit around the unnoticed milk powder can - the Sense Can Toolkit. With this toolkit, mom can play with baby to DIY the normal can into a creative work! We also used digital + social media to promote the toolkit, more and more moms can have a new way to enjoy their warmest family moment in this winter season.
The Sense Can campaign helped us achieving a record-breaking sales result: with only 1.5% of the full year communication & promotion budget, we amazingly achieved a sales volume forming up 16% of the full year sales in one month!
In the December of 2014, Abbott Eleva sold out 443,448 cans of milk powder, gained total sales of 73,563,000 RMB, which was 15% higher than our target sales; +4% monthly growth rate was almost double the average growth rate of the market segment. The campaign was so successful that the effectiveness has lasted till next January, helped Eleva to achieve a even higher sales volume of 78,443,000 RMB which was 7% higher than last month. Due to the success of sales, Eleva has surpassed Beingmate and Nestle to become NO.3 in the market. [Source: AC Nielsen Retail Audit 2014]
More importantly, Sense Can has helped millions of moms to enjoy a different and unique moment with their babies to sense the magic of growing up. And all of those, only started with an unnoticed milk powder can.