Social Analytics

The Shortlist
CAMPAIGN
Taste Worth Sharing
AGENCY
DDB Group Hong Kong
CLIENT
Fonterra Brands (Hong Kong)
BRAND
Annum
DETAILS
The problem:
How do you convince Hong Kong mums of a new paediatric milk formula brand’s quality when they are generally sceptical about category newcomers?
 
The solution:
Uncover a topic relevant to mums by analysing the quantitative and qualitative dimension of social media conversations to inspire an idea that gets them not only interested but also talking.
 
This case study demonstrates how Anmum, the paediatric milk powder brand, interlinked big and small data to create audience-relevant and effective content. 
 
Acknowledging the fine nuances of language, no social monitoring algorithm can yet fully apprehend, human semantic analysis was applied for this campaign to uncover an insight that eventually helped grow Anmum’s Facebook followership by 30%, increase sample requests by 225% and lift sales volume by 65%.
Partners
Media Supporters
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Media Supporters
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