Enfagrow x Fazura: Complete the #MissingHalf

Integrated Marketing

Our client sought to emphasise the development of EQ alongside IQ in child development in Malaysia, focusing on the Malay market. We rebranded Enfagrow A+ Mindpro with the help of Malay icon Fazura, combining targeted events, media, and digital strategies for broader market engagement.

Challenge

Our client aimed to shift Malaysia's market focus from primarily Intelligence Quotient (IQ) to a balanced approach including Emotional Quotient (EQ). They identified an untapped opportunity in the Malay segment, about 50% of the market, which had limited engagement with the Enfagrow brand.

Strategy

The strategy focused on two main goals. Firstly, to rebrand Enfagrow A+ Mindpro as a formula that nurtures both IQ and EQ for holistic child development. Secondly, to foster a deeper relationship with the Malay market by leveraging the appeal of celebrated Malay icon, Fazura, as a trusted and relatable figure. This approach aimed to build lasting relationships with consumers and increase market engagement.

Execution

Our marketing approach was comprehensive, which included bespoke activation events, talk shows with Fazura discussing her parenting experiences, and an engaging social media campaign. We highlighted Fazura's credibility as a public icon and a mother to establish a genuine connection with the target audience.

The campaign also featured extensive e-commerce and social commerce initiatives to ensure product accessibility, supplemented by a strong presence in major retail outlets. The campaign was meticulously developed to instill trust and build relationships with customers, forming a strong foundation for Enfagrow.

See What We Achieved

Our campaign significantly enhanced our digital and traditional media presence, successfully boosting both online engagement and market penetration. The uplift in purchase intent, sales growth, and market share reflect our strategic effectiveness. The interaction levels in our live sessions further highlight our strong connection with the audience. The cumulative influence of these accomplishments, as outlined in the statistics provided, emphasises the overall success of the campaign: