MANILA – Fonterra’s newest milk brand, Anchor Adult Pro (AAP), entered the market with a digital campaign to spearhead their product launch.
Through a series of videos that were customized to enhance their appeal to different target market segments, the brand found a creative way to communicate Anchor Adult Pro as an #AllDayEnergy adult milk relevant to a wide range of consumers.
Anchor Adult Pro launched its Facebook page and an online series starting with a video called “Kid” last February. The campaign was well-received and generated positive buzz for the brand among target consumers within the first month. Following this, they released the other two videos “Dog” and “Mom”, to drive online engagement and awareness.
As of June this year, the videos – which targeted specific market segments via the media – tallied over 1 million views cumulatively on Facebook, YouTube, and other internet sites, – sparking more than 29,000 comments, likes, and shares on social media.
The most noteworthy result though, was the sales volume achieved so far. Even before the traditional advertising efforts are launched, AAP has been able to generate consumer interest and trial, successfully gaining significant market share through digital channels.
“What really brought the brand to where it is today are the insights that the campaign revolves around,” said Anchor Group Head Katz Lobregat-Enriguez.
“Our message is that while our work is important, there are other equally important things that require our energy and attention as well – be it our family, friends, and even our own selves. The insights provided are highly relatable and compelling to our consumers. Anchor Adult Pro , through Hi-Calcium + VitaEnergy nutrients, enables our consumers to have all day energy to do the things that matter.”
Eugene Demata, Executive Creative Director of Fonterra’s digital agency Di9it-DM9, focused on the power of digital and states that today’s campaigns don’t necessarily have to rely on traditional advertising. “Anchor Adult Pro’s launch is a perfect example of using content-centered digital efforts as the launch pad for products. The campaign proves that good online content can make a product fly and still promote the brand without necessarily needing the usual ATL budget. This also erases the misconception that digitally-led efforts alone can’t launch a product,” he added.
