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The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

Jinlingguan: AI Baby Expert

Case Study • Nicholas Short, Qirong Li, Ariel Ban, WARC Prize for Asian Strategy, Entrant, 2020

Infant formula milk brand Jinlingguan partnered with smart speaker manufacturer Xiaomi to create the AI Baby Expert and appeal to new parents in China.

Jinlingguan: AI Baby Expert

Case Study • Nicholas Short, Qirong Li, Ariel Ban, Sara Wang, WARC Awards, Entrant, Effective Content Strategy, 2020

Infant formula milk brand Jinlingguan partnered with smart speaker manufacturer Xiaomi to create the AI Baby Expert and appeal to new parents in China.

Illuma: Mother's Love Express

Rankings • WARC Effective 100, 2020

Illuma, a formula milk brand, promoted its brand among Taiwanese mothers by creating a breast milk delivery service that saw their pumped breast milk picked up by a delivery rider and delivered straight to their baby at home.

Jinlingguan: AI Baby Expert

Case Study • Nicholas Short, Qirong Li, Ariel Ban, Sara Wang, WARC Media Awards, Silver, Effective Use of Tech, 2019

Infant formula milk brand Jinlingguan partnered with smart speaker manufacturer Xiaomi to create the AI Baby Expert and appeal to new parents in China.

Friso: Winning over Vietnamese Moms with a unique proposition

Case Study • MMA Smarties, Bronze, Vietnam, 2019

Friso, a brand of formula milk, increased sales and engagement in Vietnam by partnering with e-commerce platform Lazada to launch a CRM campaign that targeted Facebook users.

JinLingGuan: A.I. Baby Expert

Case Study • MMA Smarties, Finalist, APAC, 2019

Infant formula milk brand JinLingGuan partnered with smart speaker manufacturer Xiaomi to create the AI Baby Expert and appeal to new parents in China.

Ella's Kitchen: Owning a lifestage

Case Study • APG (UK), Silver, 2019

Ella's Kitchen, a baby food brand, created a new communications model designed to support British parents in the process of weaning their children while increasing revenue by £14.6m.

DANCOW FortiGro: Celebrating the 'best mother' together with thousands of Indonesian mums

Case Study • MMA Smarties, Bronze, Indonesia, 2019

Growing-up milk brand Dancow Fortigrow created a mobile interaction based on emojis to reach young mums on Mother's Day to increase brand equity and drive customer retention in Indonesia.

illuma: Mother's Love Express

Case Study • Winnie Lee, WARC Prize for Asian Strategy, Silver, 2019

Formula milk brand illuma wanted to grow its market share in Taiwan and become the preferred choice after breast milk.

Ella's Kitchen: Forget your product – start selling solutions to create genuine relationships and increase revenue

Case Study • Marketing Society, The Brave Awards, Winner, Relationship Marketing, 2019

Ella's Kitchen, the children's food brand, connected with British parents weaning their children by creating an online weaning programme that grew its revenue by £14.6m.

Gerber: Every Baby is a Gerber Baby – Sparking a global dialogue on inclusion

Case Study • Effies (North America), Finalist, North American Effies, 2019

Gerber, a baby food brand, launched a segment on the TODAY show in the US to demonstrate that every baby is a Gerber baby by interviewing the family of its new spokesperson Lucas, a baby with down syndrome.

Baby formula brands eye China's smaller cities

News • 08 May 2019

International baby formula brands like Nestlé are targeting lower tier cities in China for future growth, but they face distribution challenges and competition from domestic brands which are overcoming earlier safety concerns.

Every Baby is a Gerber Baby: Sparking a Global Conversation on Inclusion

Case Study • SABRE Awards, North America, Branded Journalism, Gold, 2019

Gerber, a baby food brand, launched a segment on the TODAY show to demonstrate that every baby is a Gerber baby by interviewing the family of its new spokesperson Lucas, a baby with down syndrome.

What's working in baby food

Article • WARC Category Intelligence, April 2019

Global strategies, campaign updates and trends in the baby food category.

Ella's Kitchen: Selling up doesn’t mean selling out

Rankings • WARC Effective 100, 2019

Ella’s Kitchen, a baby food brand, created a new communications model designed to support British parents in the process of weaning their children.

How Gerber builds one-to-one connections

News • 30 January 2019

Gerber, a brand that specializes in baby food and products, has effectively built one-to-one consumer engagement via a human-powered digital service that can answer parents’ questions around the clock.

Meet Dotti, Gerber’s tool for building one-to-one consumer relationships

Article • Stephen Whiteside, Event Reports, Digital Marketing World Forum, November 2018

Gerber, the baby food and products manufacturer owned by Nestlé, has driven several core brand metrics thanks to Dotti, a one-to-one digital engagement tool for parents with young children.

Ella's Kitchen: Weaning Programme

Case Study • DMA (UK), Silver, 2018

Ella's Kitchen, a company that makes organic baby and toddler food, recruited UK parents who are beginning to wean their children by launching personalised weaning packs, tips and emails to track progress.

Nestlé: Excella Gold Short Audio-Musical Stories in Spotify

Case Study • MMA Smarties, Finalist, LATAM, 2018

Nestlé, a food and drink company, increased reach and awareness in Mexico by launching audio stories via music-streaming service Spotify to promote its formula milk to mothers.

Excella Gold: Fun Waze to learn: Nestlé Excella Gold case

Case Study • MMA Smarties, Gold, LATAM, 2018

Excella Gold, a Nestlé brand of infant formula milk, partnered with navigation app Waze in Mexico to increase brand awareness among parents by increasing environmental stimulations for infants.

Nestlé NAN Optipro 3: When the parents meet the experts

Case Study • Hon Wui Theo, WARC Prize for Asian Strategy, Entrant, 2018

Milk formula brand Nestlé NAN Optipro 3 grew engagement in Singapore with a multimedia promotional campaign around a product marketed on a platform of trust.

Nestlé Dancow: Iya Boleh – Yes, you can

Case Study • Sumegha Rao, Jean Paul de Ponti, Heru Santoso, Krisnina Hanum, WARC Prize for Asian Strategy, Entrant, 2018

Dancow, a growing-up milk brand, increased sales in Indonesia by encouraging parents to say yes to their children.

Friso: So you think you can grow Vietnam

Case Study • MMA Smarties, Gold, Vietnam, 2018

Friso, a brand of formula milk, continuously optimised its mobile-dominant acquisition strategy to reduce the costs of acquiring new users in Vietnam.

Illuma Organic: The Green Parents' Data Farm

Case Study • Dragons of Asia, Best Digital Campaign, Bronze, 2018

Illuma Organic, a formula milk powder brand, launched The Green Parents' Data Farm campaign in Hong Kong to reach premium mums and market its new organic milk powder.

What we know about brand launches

Article • WARC Best Practice, April 2020

Explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.
How to launch a new brand

Article • Nick Kendall, WARC Best Practice, May 2017

This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.
How to expand your brand architecture: strategies for successful brand launches

Article • Jenni Romaniuk, Admap Magazine, October 2018

Discusses the factors to consider when creating the identity of a new brand launch.
What we know about building brands

Article • WARC Exclusive, February 2015

This article provides marketers with information and guidance on building brands.
How to launch a brand successfully: insights from the Ehrenberg-Bass Institute

Article • Stephen Whiteside, Event Reports, Warc Webinar, February 2016

This article provides an insight into successful launch strategies for new brands, based on research covering different categories and countries.
Five principles of innovation: how Kraft Heinz entered China’s snacks category

Article • Low Lai Chow , Event Reports, FUTR Asia Summit, October 2018

Kraft Heinz tapped five principles of ‘white space innovation’ to launch its new cookie product in China’s crowded snacking category.