Case Study: Wyeth Nutrition grows Illuma brand awareness and reach with The Trade Desk

Wyeth nurtures healthy brand growth for Illuma across Taiwan with data-driven, cost-effective campaign

Wyeth Nutrition wanted to grow awareness for its premium infant formula brand, Illuma, among new and expectant parents in Taiwan, but faced a difficult market with declining birth rates, diverse parenting styles, and strict regulations limiting infant formula advertising. To reach a niche, high-value audience cost-effectively, Wyeth Nutrition worked with The Trade Desk using data-driven audience targeting and high-impact video, supported by Wootag and measurement via LnData.

The Trade Desk helped Wyeth Nutrition unify multiple targeting strategies on its programmatic platform, including behavioral, location-based, contextual, and invoice data targeting, while optimizing frequency and spend with its Koa AI engine. The campaign reached 3.9 million unique consumers and drove strong outcomes, including a 74% lower cost per completed view than target, 292% higher brand adoption, 117% higher brand recognition, 58% higher purchase intent, and 2x higher video completion rates than social and UGC platforms.

Wyeth Nutrition

Carol Kao

Marketing Manager