How to get a Singaporean 3-year-old to shoot a film? Answer: accept they're loose canons who possess no cinematic skills whatsoever.
It's the challenge we faced after coming up with this campaign for toddler formula Enfagrow.
In Southeast Asia, they have been a leader in infant nutrition for years with a formulation that supports child brain development. This formulation has proven to be a critical success factor in a market where parents have very high expectations of their child’s academic performance. Over time though, competitors have begun to position themselves in the same territory. How could Enfagrow evolve its positioning without alienating so many Asian parents that have the highest standards for their children? These 'Tiger Moms' want the formula that promises academic excellence, but when all brands promise that same thing, what option is left?
The insight came when we started to look at life outside school in a different way. To a child, any moment between waking up and going to bed can be a valuable learning moment. Moms actually have countless opportunities to stimulate their children’s development, beyond formal study time. We had to make it clear to moms that setting their child on the best course for success in life isn’t just determined by how well they do in school.
To do this we didn’t just help reposition Enfagrow, we repositioned playtime. Even though kids don’t get grades for active play, it’s just as crucial for the development of their brain, body, personality and more. It was time to show moms life through the eyes of her child - to discover how many more learning opportunities a single day can offer.
We must have struck a chord because the film and tutorials that are meant to inspire active play racked up over 100,000 views in a matter of days, outperforming competitors by a significant margin. It's a number that means even more when you realize Singapore is a country with only 5.5 million inhabitants.
The Little Pioneer label was developed as a badge of honor for toddlers who get up and explore a world that lies beyond iPads and schoolbooks. Helping brands shift product is great. Helping them make meaningful impact on people's lives is even better.
The campaign was developed together with creative Adam Fierman.
One of many tutorials for toddlers and their moms.