Mead Johnson Nutrition Hong Kong’s Formula Launch Brings Home an Award at the HKB Greater Bay Area Enterprise Awards

A successful consumer engagement strategy across online and offline channels created huge business opportunities for the newly launched Enfa A+ NeuroPro upgraded formula.

Mead Johnson Nutrition Hong Kong (MJNHK) won an award in the Infant and Child Nutrition category at the recent Hong Kong Business's Greater Bay Area Enterprise Awards in recognition of its commitment to providing quality infant and children nutrition to consumers and driving the category development in the Greater Bay Area. 

The awards aim to recognise outstanding companies driving strong performance and supporting economic development between Hong Kong and the Greater Bay Area through collaboration. MJNHK’s award underscores its success in launching the Enfa A+ NeuroPro upgraded formula across Hong Kong and South China in 2021.

Despite the keen competition in the prosperous Greater Bay Area market, MJNHK has earned success in pioneering a solid cross-border consumer engagement strategy carried out across online and offline channels. The company has effectively built product awareness, gained consumer trust, and boosted sales for the new product. A survey conducted in May 2021 highlighted Enfa A+ NeuroPro’s success in target markets across Guangdong, with more than 80% of surveyed consumers saying that they would use the product after trial and found its key ingredients satisfactory.

To make product information and purchase highly accessible for its target audiences, the company established strategic partnerships with leading e-commerce platforms. They included Tmall, JD, Kaola, VIP, Yunji, Omall, and popular offline customer touchpoints such as brick-and-mortar mother and baby stores that operate in free trade zones. The product was also featured at the Children Baby Maternity Expo (CBME) China, the world’s leading trade fair for child, baby, and maternity products and services, in mid-July 2021, reaching thousands of potential consumers and opening up limitless business opportunities.

In addition to building product awareness, the brand also engaged consumers by creating emotional intimacy. It partnered with healthcare experts to empower parents throughout the parental journey by equipping them with category nutrition and parenting knowledge more professionally and scientifically. This resulted in deep consumer conversations via digital and social platforms, which increased product brand equity and raised infant nutritional awareness. 

As a result, Enfa A+ NeuroPro earned positive word-of-mouth (WOM) and consumer recommendations on Wechat, Xiaohungshu, Tik-Tok, and baby vertical social platforms. It was amongst the top three brands in the infant and child nutrition HMO segment in August 2021 and one of the top five brands in T-mall Global’s Most Recommended Product in 2021, outcompeting 145 mother and baby brands.  

Grounded in 100-year nutrition science and backed by global scientific prowess, MJNHK’s launch of its Enfa A+ NeuroPro upgraded formula demonstrated its effective business strategy. It created a leading position for developing safe, high-quality and innovative products that support children’s holistic development and nourish their best starts in life.

Watch the interview below to know more about their winning project: