Hessel Group

Launching childcare centres in China, Hessel was aware of being a small fish in a big pond. Ironically, it was China’s one child policy that provided the insight needed… Growing up without siblings, the target market had little to no experience caring for babies. Many young Chinese parents also hoped for their children to study and work outside of China. So, the strategy for raising brand awareness, trust and trial was to make Hessel’s CEO and founder, Tanya Cole famous for ‘western parenting’ and baby’s ‘First 1000 Days’. The result was a 9 episode video series for WeChat and other platforms.

Ad agency: Mihell & Lycos

Production: Gravity Films