First-ever multi-market TikTok branded mission campaign in Southeast Asia drives awareness for Nestlé x Lazada Super Brand Day

Nestlé and Wyeth Nutrition, renowned for their leadership in children’s formulated milk, entrusted Imagic Esolutions with spearheading the Nestlé x Lazada Regional Super Brand Day (Nestlé RSBD) for the fourth consecutive year.

This annual campaign is designed to deliver exceptional sales conversions by targeting young mothers while simultaneously engaging new buyers. However, Nestlé’s ambition for this year went far beyond achieving sales milestones. It sought to create a social movement across Southeast Asia, connecting emotionally with audiences while inspiring cultural change.

A campaign rooted in emotion

The campaign’s central theme – “Generations of Love” – focused on the timeless bond between mothers and their children – a love that remains unchanging across eras. A century ago, mothers relied on traditional wisdom and local communities for parenting guidance. Today, they draw from digital resources and global networks, accessing diverse parenting knowledge. Despite these evolving landscapes, one constant remains: the unwavering love between a mother and her child.

This profound and enduring connection became the heart of the campaign, inspiring people across Southeast Asia to express their gratitude to their mothers. The theme resonated deeply in a region where openly sharing emotions, particularly words of love, is often culturally reserved.

“Generations of Love” not only aimed to engage users, but also aspired to spark a movement. By encouraging heartfelt expressions of affection and gratitude, the campaign aligned with Nestlé’s broader mission to connect emotionally with its audience while remaining relevant in a digital-first era.

Sze Mun Lim, digital and eCommerce senior manager for Zone AOA, shared the campaign’s inspiration: “In Asia, it is uncommon for adults to openly express love for their mothers, let alone say, ‘I love you, mum’. We took this insight and wanted to inspire a cultural shift, turning it into a heartfelt movement and encouraging everyone to express those four magical words to their mothers.”

Leveraging TikTok to drive awareness

Recognising TikTok’s rapidly growing influence in Southeast Asia – where over 50% of its users are parents – Nestlé partnered with the platform to amplify the campaign’s message. This partnership was instrumental in achieving the dual objectives of fostering emotional connections and driving traffic to the Nestlé RSBD on Lazada.

The campaign leveraged TikTok’s unique ability to engage users through community-driven content creation. The platform’s popularity among parents in Southeast Asia made it the perfect medium for inspiring authentic emotional expressions while simultaneously promoting brand awareness.

A trailblazing multi-market branded mission

Nestlé became the first FMCG brand in Southeast Asia to launch a multi-market TikTok branded mission, marking a significant milestone in regional marketing efforts. A dedicated branded mission page on TikTok was created to allow qualified creators to join the movement by producing authentic and relatable content aligned with the campaign’s emotional narrative.

This effort was complemented by the #GenerationsOfLove hashtag challenge, which invited public participation and offered users a custom app filter to inspire creativity and heartfelt expressions.

To further amplify the campaign’s reach, selected user-generated content and viral social videos were strategically boosted on TikTok. These promoted posts seamlessly directed users to Lazada’s marketing campaign page, effectively bridging the gap between awareness and eCommerce engagement. This integrated approach allowed the campaign to maximise its impact, combining emotional storytelling with commercial objectives.

The campaign’s authenticity was its defining strength. Submissions ranged from touching and heartfelt to humorous and unexpected, reflecting diverse cultural perspectives and personal experiences. The unscripted reactions of mothers to their children’s messages added an extra layer of emotional resonance, making the campaign deeply memorable.

Exceptional results and cultural impact

The results were nothing short of extraordinary. In just two weeks, the campaign reached 98 million users and garnered 88 million views. Over 3,600 videos were created within six days, showcasing the immense power of emotionally driven, user-generated content.

Beyond the impressive numbers, the campaign succeeded in sparking a cultural conversation about expressing love and gratitude in Southeast Asia. By inspiring individuals to share their feelings, it broke down cultural barriers and initiated a meaningful dialogue across generations.

Setting a new benchmark for marketing

The collaboration between Nestlé, Lazada, and TikTok has redefined emotionally driven, platform-specific marketing, in the FMCG sector. The campaign’s ability to marry heartfelt storytelling with innovative technology has set a new benchmark, proving that purpose-driven initiatives can achieve both engagement and tangible results.

As the first-ever multi-market TikTok-branded mission in Southeast Asia, the campaign has established a legacy of innovation and creativity, inspiring brands to think beyond traditional sales objectives. Nestlé and Imagic Esolutions have demonstrated that when marketing campaigns are rooted in emotion and executed with authenticity, they can create lasting cultural and commercial impact.

This post is sponsored by Imagic Esolutions.