2018 Winners & Shortlists

RAINBOW MILK - SHADOW MOM

Client/BrandFRIESLAND CAMPINA
Product/ServiceRAINBOW MILK
EntrantEDELMAN Dubai, UNITED ARAB EMIRATES
Type of EntrySectors
CategoryFast Moving Consumer Goods
Idea Creation EDELMAN Dubai, UNITED ARAB EMIRATES
PR EDELMAN Dubai, UNITED ARAB EMIRATES
Production EDELMAN Dubai, UNITED ARAB EMIRATES

The Campaign

We discovered that a large number of Saudi moms constantly worry that they don’t provide their kids with the right nutrition at breakfast. As a result of trying to ensure that they are providing their children with the most healthy, well-rounded option that they can, these moms often forget that it’s not just what’s on the table that matters, but also who’s around it – even when that’s remembering the importance of their own role at that table. In addition, 75% of them are looking for a milk brand that understand the nutritional needs of their families. The core idea was to leverage the mother-child bond, and highlight what the kids themselves believe is the most important part of a breakfast is, we conceptualized and carried out a social experiment with real Saudi families, captured through an emotive piece of video content.

Execution

Presented as a tribute to the importance of a mother’s love and her role in her child’s life, as part of a Mother’s Day gift from Rainbow Milk, the video content was launched with a 360-degree launch strategy that included editorial placement across pan-Arab media, paid social amplification, and influencer engagement. The brand partnered with leading pan-Arab media titles and local Saudi influencers such as 3ailati, Sayidaty, Ahlan, Hiamag, Atyab Tabkha, and Mama Soumaya, to launch the campaign and drive engagement.

Rainbow Milk became a brand that was more than just another condiment on the breakfast table, but one that connected with its audience on an emotional level – one that is synonymous with mothers spending quality time with their children in the morning, and that cares about showing them how much they are needed, wanted, loved, and appreciated by their little ones. RESULT FACTS: • 4 million earned media reach • 2 million views across multiple digital platforms • 10 million in terms of social media reach in one month The campaign’s success wasn’t only measured in impressions and reach – its business impact was also tremendous: • Brand trial increased by 4 points from 63% to 67% • Brand communication awareness went up by 7 points, from 35% to 42% • Source of awareness on social media doubled from 9% to 19% • Brand imagery of ‘Rainbow as the good start for the morning’ increased by +5pts from 55% to 60%

The Situation

We challenged the existing campaign that client originally presented to us. Their original conversation was focused on nutrition during breakfast, a dialogue that all other milk brands were participating in. We wanted to evolve the conversation to connect with mothers on a deeper, emotional level and create a piece of content that their target audience would want to share and talk about, causing a ripple of earned media and conversation. The result was that Rainbow Milk became a brand that was more than just another condiment on the breakfast table, but one that connected with its audience.

The Strategy

As busy adults, breakfast can be a rushed occasion. It can be easy to forget that it’s one of the most important meals of the day not just for health reasons, but for connection with your family. To own this point, rather than just the “breakfast” moment, we developed a campaign that encouraged Saudi mothers – and their children – to think about what truly makes a breakfast complete. With the core idea of leveraging the mother-child bond, and highlighting what the kids themselves believe the most important part of a breakfast is, we conceptualized and carried out a social experiment with real Saudi families, captured through an emotive piece of video content. The result was a heartwarming campaign video that asked real Saudi mom and their children – questioned separately – about the daily breakfast habits in their own homes. As it turns out, the most important ingredient was

Credits

Name Company Position
Dan Leach Edelman Creative Director
Links
Video URL