Solution
- Planned and produced campaign merchandise tied to each reassurance factor, making the three reasons consumers can eat HETBAHN with confidence easy to grasp
- Assembled the HETBAHN Peace of Mind Box from goods representing each: a safe PP baby bottle for container safety, rice bran sunscreen for the safety of rice bran content, and a UV sterilizer for manufacturing environment safety
- Built a microsite for requesting the HETBAHN Peace of Mind Box and ran strategic campaign events through it
- Rolled out integrated online and offline IMC PR: media relations plus parenting community events, Instagram and YouTube influencer marketing, and offline promotions
Results
- HETBAHN's reassurance messages reached 34,082,718 people, with 6,626,031 registering awareness (based on total campaign exposure and viral reach as of September 13, 2021)
- The campaign microsite drew 469,994 cumulative visitors and 176,474 event participants
- In a survey of 1,116 consumers who took part in the campaign (September 17–23, 2021), 98% of respondents said their concerns were resolved after verifying the reassurance factors through each item — the safe PP baby bottle, rice bran sunscreen, and UV sterilizer
