SOCIAL MEDIA MARKETING
Aptamil Organic Follow on Milk.
Aptamil Follow On Milk continues to be the market leader in the ‘Core Milks’ category, due to their compelling scientific superiority as well as being the most used and trusted brand by Irish parents. However, the category is becoming more and more competitive. To maintain and grow their innovative market leading position, Aptamil launched Aptamil Organic Follow on Milk, to provide a high quality organic option for parents using follow on milk.
As part of an integrated marketing campaign, including TV, VOD, digital advertising and point of sale activations - to raise awareness of Aptamil Organic Follow on milk, we partnered with the Aptamil team to develop and deliver an influencer marketing campaign – to further awareness and encourage mum-to-mum product advocacy in a highly regulated market.
OUR APPROACH
Encouraging product triallists to increase market share.
We collaborated with a variety of micro to macro influencers based on their baby’s age, and their experience with Aptamil Organic Follow On Milk.
We created a series of Instagram Stories and Blog content, highlighting key product benefits, influencers’ genuine experiences with the product, how to prepare Aptamil Organic Follow On Milk and how feeding fits into their lifestyles and routine. Overall content and advocacy were well received and the brand saw great results in 2021.
IMPORTANT NOTICE: Breastfeeding is best. Follow-on milk should only be used as part of a mixed diet and not as a breastmilk substitute before 6 months. Use on the advice of a healthcare professional.
[1] https://www.aptaclub.ie/Number-One
[1] B&A Aptamil Consumer tracker July 2021
Services.
Strategy
Social media marketing
Influencer marketing