PediaSure is the No.1 prescribed brand, which helps support immunity and gives visible growth in 90 days. PediaSure launched a new product in mid-2021 with growth nutrients Arginine and Vitamin K2. Arginine is found in protein-rich foods, and its consumption has increased growth rate in children.
Pediasure envisioned creating awareness and buzz of their NEW Pediasure ingredients and strengthening loyalty amongst its existing and potential users. It also wanted parents to track and monitor their child’s growth using the Grow Right Tracker on its website.
“Pediasure wanted to conduct sampling and generate leads while creating awareness and advocacy for its NEW Pediasure.”
Pediasure approached community marketing solutions to connect with parents and drive conversations on the benefits of the ingredients of NEW Pediasure for kids' growth. They engaged 85 parent communities with 3.7 million+ members.
Before driving the campaign, we analysed existing conversations in communities to understand the discussion, pain points, and ideas members had regarding children's nutrition. We observed that:
Based on the existing conversations we observed, we aimed at driving the right conversations around the need for disinfection while subtly building in use case testimonials for Urban Company’s Home Disinfection services.
The campaign aimed to create conversations around how growth and nutrition play a crucial role in toddlers' development from 2-6 years. We ensured to communicate the brand’s USPs and benefits of new ingredients to tackle the most discussed concerns, such as bone growth, strength and immunity, via in-use photos of their child with the brand’s pack-shot and accompanied by the brand hashtags.
The campaign strategy was divided into three main segments:
Pre-Launch: In this phase, we wanted to drive urgency among the members using relevant facts and claims around growth (60% bone growth in the early growth years of the child). We ran a poll and introduced two unbranded phases to create awareness around the facts and claims among the members.
Launch: In this phase, we introduced two branded stages where we highlighted the role of nutrition in the overall growth of toddlers, created the identity of a new pack among members, and increased awareness of two essential ingredients, Arginine and K2. The campaigns focused on introducing the New Pediasure and its attributes to raise awareness and consideration for the product. The admins also highlighted how they are using Grow Right Tracker to monitor their child’s growth and progress and encouraged members to take a 90 days challenge with New Pediasure and track the development of their kids.
Post Launch: This phase addressed parents' concerns and adoption barriers and helped them understand relevant facts and claims. This involved two branded posts in which admins highlighted the critical benefits of New Pediasure (30% less sucrose in vanilla flavour) and encouraged members to share their experiences and thoughts.
These phases were followed with UGCs, where members participated in 90 days challenge and shared their experiences with visible developments in the child.
Members shared their reasons to choose Pediasure for their toddler along with positive feedback around the tracker.
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