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Mead Johnson Diet Hong Kong (MJNHK) took house three golds and one silver at the MARKETING-INTERACTIVE’s Loyalty and Engagement Awards 2022 for 2 initiatives the corporate rolled out in the 12 months of 2021-22.
The Membership MOMs and We CAN Shield the Future programmes construct on the model’s intensive understanding of evolving buyer wants, the place Membership MOMs constructed a 24/7 neighborhood for moms, whereas We CAN Shield the Future carried out a territory-wide recycling programme for toddler method cans. These initiatives have efficiently related the model with busy Hong Kong mother and father.
Membership MOMs: Constructing significant connections and loyalty via tailor-made communication and actions
MJNHK understands moms’ eagerness to be related to communities on social media. So, the model took the lead and launched the Membership MOMs programme. By this systemme, expectant moms with comparable due dates can be a part of WhatsApp teams run by MJNHK and turn out to be a part of an in depth assist community. This initiative allowed the model to construct a related and close-knit neighborhood for Hong Kong moms on their pregnancy-to-motherhood journey.
Armed with in-depth understanding of fogeys’ issues all through the being pregnant journey and as new mother and father, MJNHK utilised its community of healthcare professionals to amass and share well timed and useful data with this newly created neighborhood. The data shared ranged from pre-natal care and vitamin ideas within the early phases of being pregnant to self-care and health recommendation for post-natal care. There have been customised actions to deal with moms’ wants within the post-natal section, which included yoga lessons for members who gave start throughout the final 3 to six months, the best time for brand spanking new moms to start out exercising.
The personalised nature of the data made model communications considerably simpler and fascinating and demonstrated the model’s skilled insights and take care of the neighborhood. The Membership MOMs initiative resulted in a 92% retention price and a stronger, extra loyal buyer base.
We CAN Shield the Future: Tapping into day by day shopper routines to construct a cleaner and extra sustainable world for future generations
Because the main toddler and little one method firm, MJNHK understood its duty to construct a extra sustainable future for Hong Kong and its subsequent technology and nurture their greatest begin in life. The model pioneered the town’s first territory-wide toddler method can recycling programme with this intention.
MJNHK began with a survey of over 1,100 mother and father, which uncovered the challenges stopping mother and father from recycling. The corporate leveraged these insights to design a extremely accessible and trusted recycling program that precisely answered native mother and father’ issues about recycling method cans.
MJNHK additionally initiated a partnership with e-commerce chief HKTVmall and the World Inexperienced Organisation to arrange assortment factors throughout all 18 Hong Kong districts, making recycling method cans extra handy than ever earlier than. A shopper-focused reward scheme inspired mother and father to recycle used method cans once they decideed up new orders on the shops.
The programme noticed over 5,800 toddler method cans returned for recycling throughout the 12-week pilot interval. 82% of the individuals made method can recycling a part of their routine after becoming a member of the programme. 85% of the individuals additionally positively perceived the model, whereas the model acquired 80% of new clients on HKTVmall.
These excellent outcomes reveal MJNHK’s ongoing efforts in understanding buyer wants and creating efficient campaigns that enhance buyer loyalty and have interaction the neighborhood.
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