17 Jul 3 insights marketers need to know about millennial moms in Hong Kong
For almost one decade, Cow & Gateway has actually supplied infant as well as kid milk to clients in Hong Kong. With time, the brand name saw a requirement to test its thinking to ensure it remained to stay relevant to the changing state of minds and also media practices of its essential target market– millennial mamas. Qing Ye, former advertising director as well as now disruptive development supervisor at Cow & Gateway’s moms and dad firm, discloses how the brand name adjusted its advertising technique after getting a far better understanding of the subtleties of young mommies aged 25 to 35, permitting Cow & Entrance to satisfy them with a significant message on the systems vital to them.
As buyers of infant and also young child milk, millennial mamas have constantly been a crucial target market for us. In APAC, practically 9 out of 10 women say they share or have primary responsibility for day-to-day purchasing,1 so our marketing initiatives are concentrated on how we can continue to be top of mind– and top of their wish list.
Generally, we had actually advertised our Cow & Gate items on TELEVISION, yet consumer research disclosed that millennial mamas were investigating more online prior to acquisition,2 and 94% of millennial mommies had actually enjoyed a video or checked out a video-sharing site in the past month.3 Ipsos research disclosed that by concentrating financial investments in online video clip, YouTube could be two times as reliable for driving top-of-mind recognition as well as much more efficient in driving purchase intent.4.
Recognizing the frame of mind of our key target market.
Having a suggestion of the right system by which to reach millennial mommies is something, but we required to connect with this audience and understand their motivations.
With our Danone customer research study, we discovered that being a millennial mommy isn’t very easy. In an age when access to information remains in wealth, young moms are overwhelmed with details on just how to ideal method parenting, constantly look for advice and also confidence from others, and also really feel forced to make the right choices at every action of their kids’s development.
Through our project, we wished to see to it we were not only supplying moms the support they needed during the beginning of parenting but additionally showing the wonderful things that can occur when parents empower their youngsters to challenge expectations and educate them how to live life their very own method. We developed three unique innovative places around each of our understandings.
1. Mothers feel stress to make the right choices.
Mommies in Hong Kong are swamped with details on exactly how to best method parenting. Our research study showed they are overwhelmed with the selection of alternatives available to them, and consequently they feel incredible pressure to understand how to make the ideal options for their children.
To assist give moms the confidence they required to make educated options, we concentrated our messaging on enlightening them regarding the components that promote the growth of useful bacteria in the gut as well as sustain a healthy gastrointestinal system. The idea was to empower moms to make informed choices for their children and take away a few of the anxiety of making a decision which product is best for them.
2. Moms worth social assurance.
Millennial mamas are energetic moms and dads with huge social circles. A lot of their communications entail discussions that center around what is ideal for their children, and also they rely on loved ones for support and also affirmation that they are doing the appropriate point.
We wanted to reveal mothers that their focus is much better spent on enjoying time with their youngsters as opposed to fretting about social authorization. We created imaginative that reveals youngsters taking pleasure in brand-new experiences by themselves, giving mothers the self-confidence to allow their kids determine how they intend to play, and encouraging them to not miss these happy moments of smiles as well as laughter.
Play video clip.
3. Mothers wish to strike a balance.
Our core target market is faced with a special dilemma: follow typically held ideas concerning the most effective method to increase kids or permit youngsters to discover and also expand at their own pace. Millennial moms intend to allow their children be kids, but they likewise do not desire their youngsters to fall behind.
To address this balance, we concentrated our imaginative on motivating moms to allow their children be themselves– by nurturing their kids’ creativity, mommies would certainly provide even more chances for them to establish via learning as well as discovery.
What we found out by testing traditional thinking.
By finding out more about our core target market, we were able to comprehend their trips as well as establish the most effective touchpoints to reach them along the way. We understood millennial mamas can not be viewed as one solitary entity; different sub-segments exist within this target market, each with its own special challenges.
Purchasing YouTube not just allowed us to deliver even more targeted messaging to our target market however also helped us accomplish our organisation goals. Since we were able to examination and maximize our campaign, we were able to maintain our brand name wellness score with a lower financial investment while enjoying a 6% boost in market share across our essential accounts.