Similac // Together Creates Amazing
Similac believes traditional and experiential learning, fuelled by mom and dad’s different parenting approaches, are equally important for a child’s development. This holistic and well-rounded approach is aligned with Similac parenting aspirations. Millennial parents are creating a new parenting style as they are very involved in their children's lives and care for their overall well-being. Hence, even dads are becoming more active in parenting. Millennial dads are taking active roles as parents. This is especially true on YouTube, where we find that dads watch more parenting-related content than moms do.
The TV Commercial featured famous Philippines Celebrity couple, Bianca Gonzalez and JC Intal together with their daughter, Lucia. In the commercial, we show Dad and Mom seems to have polarising goals on what’s best for their child. Dad wants her to be strong, so he builds her immunity by creating meaningful playtime in the rain. Mom, however, wants her to be smart, so she creates activities that are more academically inclined. But their daughter surprises them with her own goal instead–she wants to be both strong and smart. Grandpa, as with more grandparents, indulges her.
With Similac, Dad and Mom do not have to choose between developing their child’s brain or immunity. Because Similac is formulated with immunity-boosting HMO that reduces common illnesses so its 10 key brain nutrients can be made available for faster learning. This is the world’s first infant formula that keeps a child strong so she can learn faster.
Mode Of Action Digital Video - Youtube VOGON Pre-Roll
Using Google data & VOGON, we'll target people searching for kids learning and nutrition. We will open with supers that last 5 seconds, followed by the MOA video.
Clicking on the film will lead viewers to landing page. To target those who have been served the banner, but haven’t clicked for sample, we’ll use simple communication with punchy questions like this one.