ANCHOR

How to turn daily products into energetic Marketing ecosystem launch

Anchor’s nutrition business in APAC was in crisis, losing half its market share in just three years. In the world’s leading nutrition market, the world leader in nutrition needed to reinvent itself. In the face of cultural and technological change, Innovation Lab's top down, fragmented strategic model was rapidly losing traction with the consumer, so the business need to respond to change quickly.

Change by facilitating healthy lifestyle discovery and building communities

The new core of Innovation Lab was a change from being fragmented advice-focused to creating a new, more responsive way of engaging moms. But it was more than just a change of strategy, Anchor Lab needed a new way of working. Our brief was an end-to-end business transformation task to move from a traditional medically-focused model to a new digitally-enabled, mom-first model.

Starting with discovery and leading to the unique proposition, then we worked across disciplines to deliver engaging Omni-channel Go-to-market strategy, innovative partnerships and more relevant, always-on rich content for each channel, ecommerce, media, campaign and CRM.

From the outset, Innovation Lab prioritized recruiting new category users, digital transformation and creative excellence. It has quickly grown to become a dedicated team of 20 specialists, creating a new collaborative capability to accelerate Anchor’s digital transformation.

Anchor Innovation Lab has helped reinvent into more engaging and segments-focus for the digital world and create a new agile model for growth. See the growth for the first 12 months.