The A to Z of Singaporean parents.

CHALLENGE
Aptamil was a new infant formula in a saturated Singaporean market. The Danone owned brand was struggling to grow its small market share.

SOLUTION
The A to Z of Parents gave Aptamil a unique, playful, tone of voice in a category known for science focused advertising. Inspired by government research that showed Singaporean parents are becoming more open to different parenting styles, we created a campaign that acknowledged this societal change. Featuring famous influencers the campaign ran across all major social channels.

IMPACT
Doubled market share to 6%.
Grew sampling leads by 150%.
Increased site traffic by 270%.
Best Social Campaign at Singapore Marketing Awards.