Recently, Mead Johnson Nutrition, a leading manufacturer of infant formula, has selected Ocean Engine as one of the key media platforms, to promote its new product launch of Mead Johnson Total grow. Short video has became a dominant format for social content marketing in recent years. With more than 600 Million Daily Active Users (DAU) in China, Douyin is one of the most popular short-form video platforms. By deeply collaborating with Douyin, Mead Johnson was able to reach young mums in China efficiently and effectively. Within two months, this attempt paid off quite well in exposure and discoverability, attracted new consumers and achieved sales conversion via result-link practice. Besides, the cost of acquiring new users was lower than the full-channel market of maternal and child brand by 44%; overall CPA dropped by 17.5%; ROI increased by 93.2%, making it the benchmark case in milk powder market.

In recent years, omni-channel strategy has been a trend in maternal product industry. As the outbreak of Covid-19 this year, brands in baby food & infant formula industry, whose off-line sales market prevailed previously, turned bullish on online sales market and hoped to gain more new consumers via digital marketing. However, the game is different online. How to catch peoples eyes? How to increase brands public recognition and enjoy greater popularity? How to manage the costs of new consumer acquisition and create a better conversion rate? All these need to be taken into consideration in this industry.