HONG KONG SAR - Media OutReach - 20 January 2022 - Mead Johnson Nutrition Hong Kong (MJNHK) gained industry-wide recognition for its Greater Bay Area consumer engagement efforts for the Enfa A+ NeuroPro upgraded formula at the recent Hong Kong Business (HKB) Greater Bay Area Enterprise Awards. It was the only company to receive the award in the Infant and Child Nutrition category, underscoring its success in exploring business opportunities for the newly-launched infant and child formula and raising category nutrition awareness in the Greater Bay Area.
"Grounded in a century of nutritional science, at Mead Johnson, we care for the growth of every child. The award recognises our success in offering quality products and comprehensive support for parents, and we can only do that with the tremendous support from our business partners. We are glad to join hands with our partners to present the Enfa A+ NeuroPro upgraded formula to consumers through a diversified range of touchpoints, as well as adding value to their parenting journey with professional and science-based knowledge. Despite various challenges from the coronavirus pandemic, I am proud that the MJNHK team found innovative ways to realise our vision of nourishing children's best start in life," said Mr. Pankaj Agarwal, General Manager, Hong Kong, Taiwan & Cross Border of Mead Johnson Nutrition (Hong Kong) Limited.
The award marks the successful launch of the Enfa A+ NeuroPro upgraded formula, and MJNHK's continuous efforts in driving the development of the infant and child nutrition category in the Greater Bay Area, as well as providing safe, high-quality, and innovative products that support children's holistic development.
A solid cross-border consumer engagement strategy that integrates online and offline channels played a crucial role in achieving the milestone. The omnichannel approach effectively built product awareness, earned consumer trust, and fueled the sales performance of the Enfa A+ NeuroPro upgraded formula. More than 80% of interviewees said in a May 2021 consumer survey that they would use the product after trial and found its key ingredients, such as HMO and MFGM, satisfactory.
Strategic partnerships with leading e-commerce platforms were the key in driving this strategy. MJNHK established partnerships with Tmall, JD, Kaola, VIP, Yunji, O'Mall, as well as popular offline customer touchpoints such as brick-and-mortar mother and baby stores that operate in free trade zones. In addition, it featured the upgraded formula in the Children Baby Maternity Expo (CBME) China, the world's largest trade fair for child, baby, maternity products and services, in mid-July, successfully connecting with thousands of potential consumers and opening up limitless business opportunities.
Dedicated to supporting parents in every stage of their childcare journey, the launch of Enfa A+ NeuroPro went far beyond product selling – it engaged 410,000 consumers via different touchpoints and communication channels and created emotional intimacy with them. Through partnerships with healthcare experts, MJNHK equips parents with essential nutrition and parenting knowledge that spans across different aspects of parenting and child development, from prenatal and postnatal nutrition to the physical wellness of newborns and the mental wellness of parents. The professional and science-based knowledge that is highly relevant to parents' childcare journey, helped build trust and meaningful connections between the brand and the consumers.
These efforts resulted in deep consumer conversations that earned positive word-of-mouth (WOM) and consumer recommendations for the upgraded formula on WeChat, Xiaohungshu, Tik-Tok, and many more vertical social platforms. The product was among the top three brands in the infant and child nutrition HMO segment in August 2021 and one of the top five brands named T-mall Global's Most Recommended Product in 2021, outcompeting over 100 mother and baby brands.
Authors: Mead Johnson Nutrition Hong Kong