APPIES 2018 Winning Campaign: Nippon Paint Child Wellness

2 years ago


Challenge
Nippon Paint discovered that 88% of mothers are unaware that the wall is a medium that is capable of transmitting viruses and bacteria to young ones. Plus mothers are regularly bombarded with marketing communications from hundreds of brands.
Nippon Paint launched the Child Wellness Range, Malaysia’s first paint range formulated to promote indoor safety and wellness for all children. The biggest challenge was to bring relevance of the Child Wellness Range into the lives of mothers.
Campaign roll-out

Nippon Paint wanted to educate moms on the 3 important aspects of their child’s development, clean air, safe touch and creativity. The brand used TV3, Malaysia’s largest news program and gave it a creative twist, by using kids to hijack TV3’s Buletin Utama!
The Child Wellness Range launch was also amplified on social media and used a multi-prong approach to disseminate the facts. Nippon Paint also held live Facebook Q&A sessions with doctors where concerned parents could have their question answered on the spot. Customised booklets were also distributed all over hospitals and clinics in Malaysia.
Results
The Child Wellness Range campaign proved successful with over 4.7 million views on Facebook, over 2.7 million views on YouTube and 2 million programmatic views. 70% of the target audience was reached with the intent to purchase increased by 3.9 times. The campaign also achieved 137% of sales forecasted!

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Is the Customer at the heart of your Digital Transformation?
On 19th of July, MARKETING will be organising a conference on Customer-Centric Digital Transformation (#DTCX2018) to help you answer that question. The conference will be driven by Paul Stewart who authored the best-seller ‘Branded Customer Service’ and currently is the Special Advisor, Strategy & Transformation for TMI Malaysia. Drawing from his 25 years of diverse experience as a Chief Economist, CEO and consulting in organisational change, transformation and innovation Paul will be sharing his learnings and current trends in this realm.
He will be joined by key thought leaders in the areas of transformation, data analytics, customer service, branding, marketing, digital, human resources and more! Some of the key names who will be joining us include:
* Imran Kunalan Abdullah, Advisor/Principal Consultant – Digital Talent Development & Leadership and People Analytics
* George Aveling, CEO, TMI Malaysia
* Laurence Smith, Head, Asia Region, SmartUP
* Falko Leonhardt, Principal Consultant Transformation Strategy and Change, TMI
* Mohd Adam Wee Abdullah, Group CMO & Chief Customer Experience Officer, CIMB Group
and MORE!
Get ready to be inspired by case studies on transformation, honest conversations on driving change and actionable insights you can take back to implement in your organisation.
Date: 19th July 2018
Time: 8.30 am -6.00 pm
Venue: Sime Darby Convention Center, Bukit Kiara
For more information on DTCX 2018 contact Amira today at amira@adoimagazine.com or Book your spot early to avoid disappointment!

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