Friso, Tencent and Carat encourage parents to let their children go

Dutch dairy product brand Friso China, Chinese Internet giant Tencent and media agency Carat China have announced a strategic partnership for content to develop new ways to engage with Chinese consumers.The three parties will conduct co-operation around content marketing programmes such as Let Go, Baby, and work together to release a White Paper on Mothers & Kids in the near future.Let Go, Baby is an entertainment show featuring a 500 hours’ challenge of Chinese stars taking care of the children and growing with them, produced by Tencent Video, calling for breaking the boundaries between adults and children, and looking at the world with children’s eyes. It’s a unique programme in terms of content and ideation.At a signing ceremony in Shanghai that celebrated the partnership, Helena He, senior VP marketing, Friso China, said this video marketing campaign, from content “placement” to “integration”, is a completely new attempt along with Tencent.“It is based on the creative concepts of the programme and Friso’s brand philosophy – Friso believes that ‘experience is the best teacher’, encouraging parents to not to say no in their journey of accompanying the children, and grow up along with them using their perspective, to let go and let the children grow up in a natural way.”R.K.Mani, managing director, international clients of Carat China, added: “This focused partnership is another example of how collaborative working delivers real commercial and strategic value. In creating this agreement between Friesland Campina, Tencent and Carat we have brought together a commitment to innovation with best in class content production and audience understanding.”Helen Luan, vice president of Tencent Online Media Group and general manager of advertising account department, said the company looks forward to collaborating with Friso in the future and trying more innovating ideas on other products. The two parties have already had a tacit cooperation in a WeChat Red Envelope project.