Enfamil Trust Video

In the midst of the industry-wide formula shortage and Similac’s recall, scarcity and quality concerns resulted in fear, confusion, skepticism, and frustration. Through the Trust Campaign, we worked to reassure consumers that Enfamil was not involved in the recall, that Enfamil formulas remain top quality, and that the brand was working hard to increase formula accessibility.

Campaign creation and launch: 2022

Storyboard deliverable example

Script deliverable example

Involvement

  • Developed script

  • Assisted storyboarding

  • Directed voiceover session

  • Crafted social media asset copy

  • Helped oversee the entire creative process

Results

  • Meta: Significant ad recall lift

    • +3.8 points standard ad recall (chance of lift = 90%+)

    • +1.5 points attribute rating (above average)

    • 32 MM IMP top-performing image

  • Google: Significant ad recall lift and favorability lift

    • 95% CVR top-performing video

    • +1.49 points favorability (above average)

    • 6.95% / 748k users’ ad recall absolute lift

    • 8.04% / 841k users’ favorability absolute lift

  • Exposure test: Saw significant increase in favorability, purchase intent, and likelihood to recommend from all respondents

    • +7% favorability

    • +11% purchase intent

    • +6% likelihood to recommend

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