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 come up with an activity-based campaign as children would have ample time to spend on them. The idea was to utilize this time and come up with a with a campaign that would be 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 of 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 and 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 own versions of the suggested crafts and share 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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