Connecting with millennial moms.
The new millennial mum.
With a population size of 1.5 billion, Asian millennials are the driving force behind global growth. They are mobile-first and experience-driven, and value community opinion more than ever. They seek authenticity and a more open dialogue with the brands that are part of their lives.
Mead Johnson wanted to redefine a more engaging and resonant experience for its child formula brand, Enfa, that would engage millennial moms in the digital age.
Propelling the brand by understanding the mindset.
When we did our research on our millennial mom audience, we realised that our target audience are millennials first and moms second. They have a strong sense of self-identity, and don’t define themselves singularly on being moms. However, we found that no brands in the category at the time were speaking to the millennial mindset or behaving in a way that would resonate with this audience of digitally savvy, experience driven moms.
When Nomads was brought on board as Mead Johnson’s strategic and creative transformation partner, we found a way to propel the brand forward and make the brand a catalyst in the category by co-developing a regional over-arching brand & digital strategy.
Redefining a more modern brand experience.
As part of our strategic journey together with Mead Johnson, we facilitated regional digital workshops by bringing all the key markets and stakeholders together. In these workshops, we worked together to crystallise the regional consumer persona and develop a more millennial-focused, clear and actionable regional brand strategy.
After codifying the consumer personas, we then formulated clear and actionable brand strategies for each region that could appeal to millennial moms who would be most likely to be interested in Enfa.
Streamlining the strategy for all markets.
To ensure the strategy and brand experience we defined was rolled out seamlessly across all regions for Enfa, we also developed a regional playbook that set out frameworks and strategic priorities for each region. It served as a toolkit for marketing leads and gave clear guidance on better digital brand experiences for new millennial moms.
In summary.
As Mead Johnson’s lead regional strategic partner in digital, our initial focus was to build a solid foundation by getting the basics right and the strategy in place. Following the brand experience strategy we had defined, an overarching 360 creative platform was developed that further strengthened Mead Johnson’s digital engagement with milennial moms in the region.