Bibena
Bibena identified the MENA region as a lucrative market due to its young demographic and growing middle class. The company sought to leverage this opportunity by offering innovative infant nutrition formulas tailored to the region’s preferences and cultural nuances.
Task
How might we launch a new infant nutrition brand in the Middle East that not only solves key issues but also resonates with the insights and preferences of the population?
Bibena, backed by years of research and development, had developed a range of infant nutrition formulas designed to support optimal growth and development in children. With a commitment to quality and innovation, Bibena aimed to provide parents with peace of mind regarding their children’s nutrition.
Conducted extensive research to understand the needs and preferences of young parents in the MENA region, focusing on utility, engagement, community participation, and personalized content.
Developed a communication strategy focusing on delivering useful, educational, and personalized content to engage with the target audience effectively. Customized messaging resonated with the aspirations and challenges faced by young middle-class parents in Saudi Arabia and other MENA countries.
Highlighted Bibena's unique selling proposition, including its nutritional benefits and adherence to EU standards, through innovative campaigns and messaging. Emphasized the brand's commitment to providing ideal nutrition for infant growth and development, addressing the concerns of young parents.
Established an online platform, "Bibena World," offering practical advice, educational content, and product recommendations for mothers. Leveraged social media channels and influencer partnerships to disseminate informative content and foster community engagement among young parents.
Developed tailored communication materials, including interactive detail aids and drop cards, to educate healthcare professionals about Bibena's products. Organized doctor's symposia focused on the science behind Bibena's formulas and their role in supporting infant health and development.
Utilizing stickers as a medium, we not only fostered engagement with children but also utilized the reverse side to impart valuable knowledge and tips to mothers, reinforcing our commitment to education and support.
Little Explorer Discovers New Things - An interactive book to spark curiosity and learning in children, while subtly reinforcing Bibena's values of growth and exploration.
The launch display was conceived as more than just a showcase for Bibena's products; it was a visual testament to the brand's values and aspirations.
Customized shelves, wobblers, and hangers adorned with Bibena's branding and characters ensured a captivating and immersive shopping experience, enhancing brand visibility and equity.
"Baby on Board, Mum is Driving": Responding to cultural shifts such as the lifting of the ban on women driving, Bibena facilitated driving lessons for mothers, further embedding the brand in the fabric of their lives.
The launch event garnered significant attention, while the Bibena World platform emerged as a valuable resource for young parents seeking advice and support.