Fonterra had identified one of their supplements (called ‘maternal milk’ for pregnant women) as a major opportunity for growth for Asia.

In markets where Fonterra was a category leader, it was an opportunity to increase category penetration and in markets where they were a challenger, it was an opportunity to grow its market share.

To achieve this significant growth target, Fonterra required a major innovation programme to support Anmum Materna (their maternal milk product). 9monthsasia was Fonterra’s first-ever regional activation campaign. By capturing the entire pregnancy journey of a newly-pregnant woman known as “Sharon Tan”, pregnant women in Asia were able to be with “Sharon” on her whole pregnancy journey – primarily online, week by week, day and night.

Results – The programme provided consumers with: Emotional Bond – sharing the rollercoaster ride of pregnancy, including nutritional advice. What we wanted was for them to have a realistic experience about the challenges of pregnancy and to community advice as well as fellowship.

Not only was it a support network, the programme also re-established the importance of maternal milk for pregnant women across Asia. It reinforced the importance of this supplement and the brand Anmum Materna became top of mind.