‘The Book of Best Starts’ initiative launched by MJN Philippines
MANILA, Philippines - 2012 was a special year for Mead Johnson Nutrition (MJN) Philippines, the company behind top brands Lactum 3+ 6+ and Enfakid A+. Aside from celebrating 50 years of nourishing Filipino children for the best start in life with its 50 Best Starts Project (a series of programs and initiatives for the marketplace and the community), Mead Johnson also embarked on a number of trailblazing initiatives that set the stage for the next 50 years.
Topping the list of groundbreaking company initiatives is The Book of Best Starts (BOBS) — MJN Philippines’ first-ever corporate digital promotion that ran from October to November last year.
The promo appealed to proud Filipino parents who are only too happy to share their children’s photos with the rest of the world. The digital campaign centered on the app that allowed moms and dads on Facebook to create a digital scrapbook of their child’s best starts and milestones growing up. And to further strengthen the link to MJN brands, the milestones were focused on the child’s best start in learning (Enfakid A+), play (Sustagen) and nourishment (Lactum 3+ and 6+).
The Book of Best Starts had over 1,000 entries submitted by parents from all over the country. It generated 55,000 fans on Facebook in just six weeks. To drive conversations with their online community on #BestStarts. Netizens were so engaged that #Best Starts trended fourth on Twitter in the Philippines.
Aimed at creating awareness for Mead Johnson Nutrition corporate brand and its mission to nourish the world’s children for best start in life, The Book of Best Starts was a refreshing and creative innovation driven by MJN Philippines’s digital and corporate brand equity manager Bim Gutierrez.
The overwhelming success of the campaign showcased MJN’s ability to effectively reach out to moms and dads in the digital sphere. It was also proof that more and more Filipino parents are getting connected and interacting with others using the social media.
Given these, the following questions arise: What’s in store for The Book of Best Starts fans this 2013? Will the company do another round of the promo this year? What exciting new promotion will Mead Johnson Nutrition Philippines come up with next?
