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Mead Johnson Nutrition Hong Kong glean wide industry recognition of its initiatives built on the brand’s understanding of Hong Kong parents

Mead Johnson Nutrition Hong Kong glean wide industry recognition of its initiatives built on the brand’s understanding of Hong Kong parents

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Mead Johnson Nutrition Hong Kong (MJNHK) took home three golds and one silver at the MARKETING-INTERACTIVE’s Loyalty and Engagement Awards 2022 for two initiatives the company rolled out in the year of 2021-22. 

The Club MOMs and We CAN Protect the Future programmes build on the brand’s extensive understanding of evolving customer needs, where Club MOMs built a 24/7 community for mothers, while We CAN Protect the Future implemented a territory-wide recycling programme for infant formula cans. These initiatives have successfully connected the brand with busy Hong Kong parents.

Club MOMs: Building meaningful connections and loyalty through tailored communication and activities

mjnhk club moms yoga

MJNHK understands mothers’ eagerness to be associated with communities on social media. So, the brand took the lead and launched the Club MOMs programme. Through the programme, expectant mothers with similar due dates can join WhatsApp groups run by MJNHK and become part of a close support network. This initiative allowed the brand to build a relevant and close-knit community for Hong Kong mothers on their pregnancy-to-motherhood journey.  

Armed with in-depth understanding of parents’ concerns throughout the pregnancy journey and as new parents, MJNHK utilised its network of healthcare professionals to amass and share timely and helpful information with this newly created community. The information shared ranged from pre-natal care and nutrition tips in the early stages of pregnancy to self-care and fitness advice for post-natal care. There were customised activities to address mothers’ needs in the post-natal phase, which included yoga classes for members who gave birth within the last 3 to 6 months, the ideal time for new mothers to start exercising. 

The personalised nature of the information made brand communications significantly more effective and engaging and demonstrated the brand’s professional insights and care for the community. The Club MOMs initiative resulted in a 92% retention rate and a stronger, more loyal customer base. 

We CAN Protect the Future: Tapping into daily consumer routines to build a cleaner and more sustainable world for future generations

mjnhk can recycling photo 2

As the leading infant and child formula company, MJNHK understood its responsibility to build a more sustainable future for Hong Kong and its next generation and nurture their best start in life. The brand pioneered the city’s first territory-wide infant formula can recycling programme with this intention.

MJNHK started with a survey of over 1,100 parents, which uncovered the challenges preventing parents from recycling. The company leveraged these insights to design a highly accessible and trusted recycling program that accurately answered local parents’ concerns about recycling formula cans.

MJNHK also initiated a partnership with e-commerce leader HKTVmall and the World Green Organisation to set up collection points across all 18 Hong Kong districts, making recycling formula cans more convenient than ever before. A consumer-focused reward scheme motivated parents to recycle used formula cans when they picked up new orders at the stores. 

The programme saw over 5,800 infant formula cans returned for recycling within the 12-week pilot period. 82% of the participants made formula can recycling part of their routine after joining the programme. 85% of the participants also positively perceived the brand, while the brand acquired 80% of new customers on HKTVmall

These outstanding results demonstrate MJNHK’s ongoing efforts in understanding customer needs and creating effective campaigns that improve customer loyalty and engage the community.

 

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