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Enfamil
Most Important Person
RAN IN: United States
AGENCY
Sarah Watson, EVP Global Strategy Director
Amanda Shapiro, VP Strategy Director
Sloane Markman, VP Group Account Director
Nicole Li, Account Director
Elise Falcon, Sr. Strategist
Josh Tunstall, Account Supervisor
Amy Herzog, VP Strategy Director
Monisha Ahluwalia, Sr. Strategist
Ronald Lewis, Creative Director
Arielle Mainzer, Associate Director of Strategy
Josh Grossberg, Group Creative Director
John Mescall, Global Executive Creative Director
Katherine Kuni, Creative Director
Rebecca Chow, Global Brand Account Director
Volker Ast, EVP Global Business Lead
McCann Health New York
Zenith
Edelman
SUMMARY
Despite being one of the largest baby formula brands, Enfamil was getting lost in the competitive claims wars, and our science was turning mom off. Instead of shouting claims at mom, we started focusing on what mattered to her…her baby. We launched a campaign demonstrating our belief that every baby is the most important person in the world and showed how our products fueled her baby’s development every step of the way. We ignited product sales, but most importantly, turned moms who were tuning us out, into our biggest advocates.
CASE VIDEO
Hero Medium: INTERACTIVE/ONLINE
Medium Featured On Video: DIRECT,INTERACTIVE/ONLINE,MOBILE/TABLET,OOH,SAMPLING,SOCIAL MEDIA,TRADE COMMUNICATIONS/PROMO,USER GENERATED
Audience: Mothers
Objectives: Increase sales, volume
Type: Business to Consumer
Language: English
