To connect with the direct consumers of PediaSure, the kids, and encourage the parents to do an activity with their kids.
As the summers were just around the corner, it was a great time to develop an activity-based campaign as children would have ample time to spend on them. The idea was to utilize this time and create a campaign off the digital platform, thus encouraging parents and children to spend more time together.
We answered the challenge by coming up with the "Can Craft" campaign during the summer vacations for the kids. Easy-to-follow craft ideas where PediaSure cans can be upcycled into something useful and fun that kids can do without much supervision from the adults.
#PediaSure #CanCraft Ideas regarding the crafts were formulated. A step-by-step tutorial was posted on Facebook, so it would be easy for the kids to follow and understand how to make it.
We wanted to allow the kids to enjoy their creative freedom, so we asked them to personalize and make their versions of the suggested crafts and share them in the comments of the video tutorial post.
Each video reached around 1.1 million users across Pakistan and each got around 30K+ people engaging with the videos and interacting with the brand.
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