THE OPPORTUNITY

Nutura is an Australian Infant Milk Formula (IMF) brand that focuses on their organic grass-fed milk sources. Since the concept of grass-fed milk sources is still new to the Chinese market, Nutura approached RedFern Digital to help spread awareness of the brand and drive consumers from social media to the e-Commerce store.

THE RESULT

In our marketing approach for Nutura, we needed to maintain the global branding, while also highlighting the product’s benefits and making it easier to accept by Chinese Consumers. In order to do this, we developed a localized brand book, created key visuals to use in the brand’s marketing and promotions, published and designed WeChat pushouts and developed the e-Commerce store and promotional designs. Our creative team ensured that the campaign visuals remained consistent with the brand image, which, combined with the content, created a warm and loving tone for the brand, while also demonstrating the brand’s credibility and trustworthiness.

During our collaborations with WeChat Mother & Baby KOLs, we saw more than 200,000 views and 3,000 engagements, while our collaborations with Xiaohongshu KOLs led to almost 100,000 views and 4,000 engagements. Within the first two months of our launch of Nutura’s Tmall store, we saw sales of over 30,000 RMB, with increases in sales each month.