Nestle NANGROW is a nutritious milk drink 🥛 for growing children aged 3-6 years.
It contains essential nutrients to help support growth and development in kids! The brand is aimed at delivering toddler nutrition solutions with various benefits and offerings, tending to the diversity of their consumers’ needs. Within the huge clutter of established and new players in the toddler nutrition space, clamoring for the consumer’s attention.
Nestle NANGROW believed organic recommendation and advocacy were the best ways to establish their credentials, and we were thrilled to design a benefit-led campaign for the brand to take its message to mothers within the vast horizons of the parenting communities at Convosight.
Nestle Nangrow wanted to capture the attention of mothers, who constantly keep looking for growth and development solutions for their kids.
The brand recognised that their target consumers are a segment that bases their shopping decisions on interactive knowledge gained through communication with other mothers in similar situations. This prompted the brand to get an association with "Weight & Height Gain," "Fussy Eating," "Easy Digestion," and "Brain Development," which were the most discussed factors in toddler nutrition conversations.
By mapping its positioning with the most important purchase determinant, the brand wanted to leverage trails by enabling sampling at scale which would in turn push adoption, drive preference and enable switching 🔀.
By analysing conversations in the toddler nutrition space, we were able to determine that "weight & height gain," "fussy eating," "easy digestion," and "brain development" were factors of considerable importance to potential consumers.
With a greater demand for sugar-free products and increased awareness of growth nutrients (protein, vitamins, calcium, and probiotics), we developed a campaign narrative centred on the developmental benefits of Nestle NANGROW.
The campaign was aimed at creating conversations around the array of growth and development issues in toddlers, followed by driving the brand’s USPs as the most trusted solution to the commonly discussed concerns around "Weight & Height Gain," "Fussy Eating," "Easy Digestion," and "Brain Development" via in-use photos of kids with the brand’s pack-shot and accompanied by the brand hashtags.
To achieve this, we selected the most relevant 131 communities around parents with over 3.5 million members that had a greater affinity for toddler nutrition solutions. Admin posted testimonials about Nestle NANGROW along with a sampling form link to influence trials among community moms.
Leads were shared with the brand every week to enable timely deliveries. Upon trying the product for their kids, moms shared reviews and showed their intent to buy it and make a switch from the existing brand.
The first leg of the (currently ongoing) campaign ran for three phases, each running for a month 📅 . The first phase was executed by getting Group Admins to share their thoughts around brain development in growing kids and how Nestle NANGROW is helping them to achieve that, and encouraging members to try the product too, with a free sampling form.
This helped vocalise the positive experiences of many brand users, as they participated in the campaign by sharing their testimonials (after trying the product) in the form of User Generated Content (UGCs) for the brand. As these conversations led to a huge uplift in organic brand mentions around Nestle NANGROW, we introduced the 2nd leg of the campaign to showcase the superior benefits of the product in terms of easy digestion as summer was approaching.
With every phase, we strengthened the association of attributes like "Brain Development" and "Easy Digestion" with the brand by exclusively highlighting these benefits in the Admin’s posts, serving as a template for other moms to gauge the brand on. While the content's core idea was the same throughout all groups, the varied experiences and heartfelt testimonials of thousands of moms lent individuality and style to each post.
The campaign succeeded 🎉 in increasing toddler nutrition category conversations from 267K to 335K within the 1st phase itself, an increase of 25%.
As brand mentions and UGCs poured in, we saw a sharp increase in brand share of voice, from 4.5% to 92%. The campaign drove high engagement. Overall, we achieved 22653 reactions and comments.
From phase 1 itself, we were able to collect 20427 sampling leads from the community. After product deliveries from the brand’s end, community members started sharing their organic testimonials and gratification posts across communities. which helped us to have 1,769 user-generated posts.
Apart from this, we achieved 3,729 net new brand mentions.
Through the campaign we successfully triggered the 'trying' factor among moms for the range, with Admin led product reviews.
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