“It is always a pleasure collaborating with the InMobi team. We are amazed at the way they grew brand awareness for BONAKID PRE-SCHOOL® 3+ with innovative and immersive execution while seamlessly integrating our brand, product, and messaging.”
Wyeth Nutrition has been a renowned name in the nutrition space, nurturing Filipino families since 1958. The brand is known for providing high-quality science-proven nutrition for mothers and children.
“It is always a pleasure collaborating with the InMobi team. We are amazed at the way they grew brand awareness for BONAKID PRE-SCHOOL® 3+ with innovative and immersive execution while seamlessly integrating our brand, product, and messaging.”
#1: Starting from home: Identifying and reaching decision-makers
Bonakid Pre-School® 3+ decided to connect with decision-makers in homes: mothers. The brand thus identified and reached 18 to 44-year-old Filipino moms with InMobi Audiences, furthering its impact with household targeting. The brand caught them on their most-used entertainment, gaming, and communication apps.
#2: Inviting them to a fun interactive experience with a takeaway
Bonakid Pre-School® 3+ served these audiences with a highly interactive gamified rich media interstitial. The experience began with a visual of a bright boy all set to battle infections, coupled with the brand’s signature message, “Batang May Laban” (The kid with a fighting spirit). The call-to-action, “Play Now”, took the viewer to a screen urging them to help the boy grow well and avoid sick days. This led to a 15-second gameplay experience, which required the viewer to swipe the Batang May Laban to catch glasses of BONAKID PRE-SCHOOL® 3+!
Every glass caught led the boy to grow a little, and every miss counted as a sick day, playfully making the message unmissable.
#3: Driving interest in and traffic to the product
The interactive gamified experience ended with the Batang May Laban inviting parents to fight for their children’s growth with the proven and tested BONAKID PRE-SCHOOL® 3+. The call-to-action, “Buy Now”, let the viewer purchase the product on Shopee. Besides the immersive experience, Bonakid Pre-School® 3+ also delivered banners that reminded parents to help the fight for growth with the right diet and lifestyle. These banners led the viewer to its product on iPrice, driving traffic from entertainment, utility, and gaming apps.
#4: Assessing its growth with a brand lift study
Bonakid Pre-School® 3+ conducted a brand lift study to measure the success of its campaign. The results were indisputably impressive, with a massive lift in brand awareness that indicated the brand’s success in connecting with Filipino mothers.
Creative Experience
Wyeth Nutrition’s BONAKID PRE-SCHOOL® 3, which is known to boost children’s growth, boosted its own growth as well! The thoughtful yet playful interactive gamified approach resulted in hearts won and brand awareness scores soaring!
