img PEDIASURE

Context

PS’s share is increasing lower compared to the CNS Market. However, it’s gaining share in total pediatrics. And in 2017, PediaSure had a big opportunity to gain share in GUM.

Challenge

PediaSure is leading in Child Nutrion Supplement. However, consumers do not see PediaSure as a value-for-money product.

Insight

Moms do everything they think it’s best for their child’s development. However some of the moms still has the wrong feeding behaviors like forced-feeding, comparing her child, following rumors…

Solutions

Golden Digital came up with an integrated communication strategy and idea to champion Pediasure’s science of nutrition in both CNS & GUM market. Seeing 65% of Vietnamese parents are having wrong feeding behaviors, The communication idea is “Science brings millions mealtimes in Vietnam”.
With the best science in nutrition, PEDIASURE brings moms from wrong to scientific understanding of picky eater’s cause and consequence.

The solution included edu-tainment song to raise 3 most popular misbehaviors of moms during feeding time and how to turn the fighting mealtime to the happy mealtime.
We also created realcase series which PediaSure cooperated with the feeding expert to fix the real picky eating cases.

Impact

Episode 1 “End picky eating in 7 days” get 614,884 views in which 24% is organic views
The video got 793,194 VIEWS in which 12% is organic (benchmark: 7%)
Platform lead rate: 6.58% (benchmark) 3%).

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