Increase Maeil Absolute’s Brand Presence Through Effective Content Strategy

AUS x Maeil Absolute: Strengthening Brand Presence Through an Effective Content Strategy

Campaign Overview

Maeil Absolute is a premium milk formula brand from South Korea, well known for its commitment to science-based nutrition tailored for young children.
During its brand-building phase in the Vietnamese market, Maeil Absolute aimed to position itself as a trusted nutrition expert, accompanying modern mothers on their parenting journey.

However, in a highly competitive category where messaging is often similar across brands, Maeil Absolute needed a clearer, more relatable, and more memorable communication approach to connect with its target audience.

That led to a 2-month collaboration with AUS, focusing on:

• Maintaining consistent fanpage activity

• Increasing brand awareness

• Delivering brand messages aligned with the right target audience

• Driving traffic and leads through targeted advertising

Communication Objectives

• Maintain consistent fanpage activity with content aligned to the digital consumption habits of young mothers

• Clearly communicate Maeil Absolute’s brand positioning: scientific, trustworthy, and close to modern moms

• Increase traffic and lead generation through advertising campaigns optimized for the right target segments

AUS’s Strategic Solution

AUS focused on building a strong content foundation for the fanpage, supported by advertising to reinforce brand awareness.
The integrated solution included the following key components:

1. Fanpage Content Creation

The AUS team developed a series of fanpage posts following the concept of a “nutrition expert companion”, combining accurate nutritional knowledge with a deep understanding of maternal psychology.

Each post was carefully crafted not only in copywriting but also in visual presentation:

• Clear, easy-to-understand illustrations

• Soft, calming color palettes

• A consistent visual style that reinforced brand credibility and care

This approach helped Maeil Absolute maintain a cohesive brand identity while building trust with its audience.

2. Motion Video Production

Instead of relying solely on static visuals, AUS proposed using motion videos to make complex nutritional information more engaging, memorable, and accessible.

The videos were designed in short formats (under 1 minute), covering topics such as:

• Key product benefits

• Nutritional ingredients

• Children’s developmental milestones when using Maeil Absolute

By leveraging motion graphics, the fanpage became more dynamic, while also improving viewer retention — a critical factor in a category that requires explanation and education.

3. Advertising for Brand Awareness & Lead Generation

Based on the core target audience — young mothers aged 25–35 — AUS structured advertising campaigns into clearly segmented audience groups.

Each creative set was customized to match specific audience insights.
By combining educational posts with motion videos, the campaigns achieved:

• Soft brand awareness building

• Efficient traffic growth to the fanpage

• Increased lead potential for future conversion activities

Campaign Results

• Maeil Absolute’s fanpage maintained a consistent posting schedule with diverse content and a unified tone and brand voice

• Motion videos delivered a fresh user experience, helping convey scientific knowledge without feeling dry or overwhelming

• Advertising campaigns successfully reached the right group of young mothers, increasing qualified traffic and leads to the fanpage and laying a solid foundation for future sales efforts

Conclusion

The Maeil Absolute x AUS campaign is a strong example of how fanpage content creation combined with insight-driven communication strategies can effectively support brand building in a competitive FMCG category.

Through carefully crafted content and engaging motion videos, Maeil Absolute not only maintained its online presence but also began shaping a clear brand image as a trusted nutrition expert for modern mothers — a positioning that is both distinctive and essential in today’s increasingly competitive formula milk market.