OMD Hong Kong

Illuma Organic is a new organic milk powder launched in Hong Kong. The existing market of organic formula is small compared with total milk powder market. We wanted to convert existing HIPP users by creating super-premium segment, and reached out to other upscale mums who were interested in organic products, but yet to engage with any organic milk powder brand.

Highly specific, we turned to data audience profiling but soon realized we cannot do it conventionally. Despite having a quality data pool of premium mums (from our sister brand Illuma Classic), we don’t have the 1st and 2nd party data to tell us who were organic advocates. While we could still rely on 3rd party data, data technology always works best if we could have it all.

How can obtain quality data to identify highly specific audiences?