Table 2.
Summary of included World Advertising Research Centre Database case reports
| Manufacturer name (year) | Country | Digital marketing channel/platform | Strategies used | Reported business impact |
|---|---|---|---|---|
| Abbott Laboratories Philippines (2013) [48] | Philippines | Manufacturer website | Providing educational material on infant and young child feeding | 20% increase in market share (previous year was 12%) |
| Abbott Nutrition Malaysia (2019) [45] | Malaysia | Social media (Facebook) | Initiating direct contact with mothers | E-commerce site became the bestselling storefront in its category on Lazada by end of 2017 |
| Danone-Nutrition (2014) [46] | China | Internet | Collecting consumer data | Gained incremental market share and brand preference |
| Danone-Nutrition (2017) [55] | Indonesia | Social media (YouTube, Facebook, Google + , InMobi) |
Collecting consumer data Offering coupons, discounts, free samples and gifts |
Reached over 1 million mums |
| Fonterra Brands Malaysia (2012) [35] | Malaysia | Social media, sponsored blogs, website | Influencer marketing | 200,000 mothers switched to product, garnered a 2.4% market share increase in 3 months |
| FrieslandCampina Friso (2017) [32] | Vietnam | Mobile messaging (Zalo) |
Initiating direct contact with mothers Collecting consumer data |
250 k USD was generated from new users and Friso’s Zalo account gained 18 k followers in two months |
| FrieslandCampina Friso (2018) [33] | Indonesia | Social media (WhatsApp) | Initiating direct contact with mothers | Achieved an increase of new users by 67% (compared to full year 2016) at 50% lower costs |
| FrieslandCampina Friso (2018) [47] | Vietnam | Social media (Facebook), e-commerce, online store | Initiating direct contact with mothers | Achieve a cost per new user of 20% lower compared to the previous year |
| FrieslandCampina Friso (2018) [52] | Vietnam | Social media (Facebook, Instagram, Zalo, Coc Coc, Bing, Google, GDN, Adtima), online store | Use of health or nutrition claims and/or images and text idealising infant formula | Increased sales and engagement |
| FrieslandCampina Friso (2011) [59] | Vietnam | Social media (Facebook), parenting forums | Initiating direct contact with mothers | More than 10,000 active Friso fans on Facebook, with more than 17,000 likes |
| Illuma Organic (2018) [44] | Hong Kong | Internet (Yahoo) | Providing educational content | Successfully cultivated 42,000 + audience |
| Mead Johnson (2018) [58] | USA | Social media (Facebook, Instagram) | Social media advertisements | A 27-point lift in ad recall; 15-point lift in preference; 14-pointlift in purchase intent |
| Nestlé (2016) [60] | India | Social media (YouTube) | Providing educational content | Brand boosted by 5.5 million YouTube views |
| Nestlé (2018) [61] | Singapore | Social media (Facebook) |
Providing educational content Influencer marketing |
Mother’s Day video achieved almost 100,000 views, over 400 shares and 100 comments, with engagement rates reaching 11% |
| Nestlé (2018) [50] | Mexico | Music-streaming service (Spotify) | Audio stories | Delivered more than 4.2 million impressions, gaining a unique reach of almost 500 k |
| Nestlé (2017) [62] | Singapore | Social media (Facebook) | Initiating direct contact with mothers | Built connection between the brand and targeted pregnant women |
| Nestlé (2017) [63] | Singapore | Social media (Facebook) | Influencer marketing | Over 200,000 video views and 700,000 impressions across multiple platforms |
| Nestlé (2017) [64] | Singapore | Social media (Facebook, Instagram) | Social media advertisements | Engagement rate peaked at 34%, with over 300,000 video views in 2 weeks |
| Nestlé (2010) [51] | China | Online video channel | Providing educational material | 13 million video views in 3 months |
| Nestlé (2020) [54] | China | Internet | Collecting consumer data | Garnered 450 million impressions, increased sales by 32% |
| Wyeth Nutrition (2017) [30] | China | Mobile applications | None | Grew new users by 246% in one year |
| Wyeth Nutrition (2014) [31] | Hong Kong | Mobile applications | None | New user base grew by 65%, sales increased by 30% |
| Yili (2020) [53] | China | Artificial intelligence | Providing educational material | More than US$2.2 million in sales |