Japan · Infant formula · Fanpage & community management · 14 months
The brand everyone knew, and almost nobody understood.
Meiji held the No.2 awareness position in Vietnamese infant formula — but mothers knew the name without knowing what it stood for. We rebuilt the content system around how millennial and Gen Z mothers actually live, and grew a brand-owned community of 42,900 alongside it.
The problem
High recall, thin meaning.
Meiji arrived with real advantages: strong distribution, competitive pricing against comparable imports, and a stick-format product that had become the brand's recall driver. Search volume ran around 8,100 a month, heavily concentrated in Hanoi at 64%. Against Abbott, NAN and Friso, Meiji sat second on awareness.
But the recall was hollow. Mothers associated Meiji with one convenient format, not with the comprehensive nutrition the brand is actually built on. Communication had been inconsistent and visually unresolved, so nothing accumulated.
Challenge 01
Awareness without understanding
Customers knew Meiji but misread its quality proposition — Meiji stands for balanced, complete development, not one headline benefit.
Challenge 02
No consistent brand voice
Communication activity was fragmented and not visually unified, so each campaign started from zero instead of compounding.
Who we were talking to
She is independent, sceptical, and quietly exhausted.
Women 18–35, millennial and Gen Z, household income from VND 12M, living in major cities. She shops online, researches obsessively, and treats the internet as her decompression space after work.
What she believes
Quality over quantity
She has stopped treating weight gain as the measure of a healthy child, and reads past the packaging claim.
What she wants
Career and child, both
She refuses to choose between raising her child well and building her own career — and looks for anything that makes the balance possible.
What she fears
The knowledge maze
Information is everywhere, which makes it harder, not easier. She fears under-nourishing her child and dreads comparison with other people's babies.
How she buys
Cautious of big names
She distrusts legacy brands on reputation alone. Trusted brand, verified safety, digestive and immune support, then price.
The idea
We stopped selling perfection.
With Meiji, parenting made easy
Motherhood is a calling and a duty at once. She may not be a perfect mother, but she wants to give her child something complete — and on that journey she is still learning every single day. Meiji's role was not to add another standard to live up to. It was to remove friction: complete nutrition that is genuinely convenient, plus a companion who understands what she needs.
Supporting message — Complete nutrition, a confident future.
Execution
Five content pillars, one voice.
We rebuilt both the fanpage and a brand-owned group, then ran them as a single system: the page recruits, the group retains.
Branding
Product-led posts carrying the USPs mothers actually screen for — cooling comfort, immune support, optimised nutrition. For SKUs that cannot be advertised directly, we built recognition through the EzCube mascot and ingredient-level stories such as DHA:ARA 1:1.
Motherhood tips
Everyday parenting and pregnancy content, written into real domestic situations, with the product tapped in naturally rather than announced.
Minigames
Monthly interactive formats rotated across 2D, 3D, comic and GIF so the mechanic never goes stale, with Meiji product as the prize — a soft trial driver.
Sale & event
Event and promotion posts with clear calls to register, turning the page into the top-funnel intake for offline activity.
Q&A in the group
Anonymous-account question threads on real parenting problems, where a Meiji product is the answer to a specific situation rather than the subject of a pitch.
The community
"Mẹ thông thái Meiji" — a room the brand owns.
A fanpage rents attention. A group keeps it. We built and moderated a brand-owned community that reached 42,900 members inside twelve months.
The group runs on five recurring content lines: Q&A on childcare tips; practical guidance on using Meiji — mixing temperature, feed scheduling, ingredients; Meiji event news, online and offline; Japanese-method parenting knowledge; and a confession-style thread where mothers post their children and their own journey.
That last one matters more than it looks. It converts a product page into a place where a mother is seen — which is what makes her stay, and what makes her recommendation credible to the next mother.
Offline
Meeting her at Vietbaby Fair.
Booth L15–16 at ICE Hanoi, 25–28 September 2025 — a branded activation wrapped in publisher, community and KOL coverage before, during and after the four days.
Results
Every committed metric met, most of them beaten.
Measured across the fanpage "Meiji Japan — Official Importer" from 1 January 2024 to 28 February 2025.
Content tracked the key message and exceeded the committed publishing volume. Most ad orders landed between 1.2× and 1.5× their KPI. Average click-through reached 1.7% — the benchmark for a well-performing Facebook campaign — with a number of posts hitting 5–10%, which told us the message was matched to the right audience and the distribution was tuned correctly.
In the earlier phase, the same system produced over 11,000 organic follows in twelve months and more than 500,000 post impressions a month.
Meiji has renewed with Admicro as its communication partner every year since.
Keep reading
More work in women & family.
Each of these ran in the same market, through the same owned publisher, community network and KOL bench.
Social Athena — Women & Family Practice