Nippon Paint Malaysia Group launched its CHILD WELLNESS PROGRAMME to educate parents on uplifting environments for children’s health and wellness. 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.
Nippon Paint wanted to educate moms on the 3 important aspects of their child’s development, clean air, safe touch and creativity. The Child Wellness Range launch was also amplified on social media and used a multi-prong approach to disseminate the facts.
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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