Nurturing Smarter Decisions: Wyeth Ascenda Uncovers Parents’ Purchase Drivers with Ogury

Context

The children’s milk formula category in the Philippines is highly competitive, making it increasingly challenging for brands to stand out and connect with parents at key moments in their decision-making journey. Wyeth Ascenda sought to strengthen its position as the preferred milk formula brand among New Parents and Parents through more relevant, audience-led communication. 

Partnering with Ogury, Nestlé leveraged Persona Intelligence to engage these strategic audiences while gaining a deeper understanding of the factors influencing their purchase decisions.

Campaign

To support this strategy, Nestlé Wyeth Ascenda combined persona-based advertising with consumer research. Ogury leveraged Persona Intelligence to identify and engage two custom audiences—New Parents and Parents—whose characteristics closely reflected the brand’s target consumers.

Rather than relying solely on demographics, Ogury qualified these audiences using survey-based signals reflecting household composition, life stage, shopping preferences, and family behaviors. Questions included:

• What phase of your life are you in? (Answer: Starting a Family)
• How many members of your household are under the age of 18? (Answer: 1)
• Do you host friends or family in your home? (Answer: At least once a week / Once a month)

The campaign was delivered through Ogury Slideshow and Horizontal Video formats to drive awareness for Wyeth Ascenda. Alongside the advertising campaign, Ogury conducted a Purchase Drivers Study by replacing selected ad impressions with an in-ad questionnaire, enabling Nestlé Wyeth Ascenda to gather first-hand insights into the factors influencing parents’ milk formula purchase decisions.

Results

In addition to driving awareness among New Parents and Parents, the campaign generated valuable consumer insights through Ogury’s Purchase Drivers Study. Conducted alongside the campaign, the in-ad survey helped Nestlé Wyeth Ascenda better understand the factors shaping parents’ milk formula purchase decisions and identify opportunities to strengthen future messaging.

47% Prioritize Quality
Nearly half of respondents identified quality as the single most important factor when choosing a children’s milk formula, making it the category’s strongest purchase driver.

Price is the Second Most Important Purchase Driver
21% of parents cited price as their primary consideration, highlighting the importance of demonstrating both quality and value in brand communications.

Brand Matters, But Trust Must Be Earned
Brand ranked third (13%), suggesting that while brand equity influences choice, parents prioritize product quality and value first when evaluating milk formula options.

“Reaching the right audience is only part of the equation. By helping us better understand the factors behind parents’ purchase decisions, Ogury has given us insights we can translate  into stronger marketing strategies for Wyeth Ascenda.”

Jessica Velarde, Brand Manager
Anna Margarita Guevara, Marketing Manager