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 aims to deliver toddler nutrition solutions with various benefits and addresses the diversity of its consumers’ needs.
The brand wanted to capture the attention of mothers who constantly keep looking for growth and development solutions for their kids and are the key decision makers. The brand wanted to leverage trails by enabling scale sampling, which would push adoption, drive preference and allow switching.
“Nestle NANGROW wanted to conduct sampling and generate leads while establishing strong brand advocacy through brand RTBs.”
Nestle NANGROW 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. Thus they took an insight-based Community Marketing solution to reach out to 131 parent communities with 3.5 million+ members with a greater affinity for toddler nutrition solutions.
Before driving the campaign, we analysed existing conversations in communities to understand the discussion, pain points, and ideas members had regarding toddler nutrition. We observed that:
With members actively discussing toddler nutrition, we developed a campaign narrative centred on the developmental benefits of Nestle Nangrow.
We devised a three-phase campaign for the brand, each running for a month. All three campaigns 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.
In the first phase, we focused on creating conversations about the benefits of NANGROW for kids' brain development while encouraging members to fill out the lead form and try free samples. The group admins led this by sharing their personal stories and thoughts on giving NANGROW to the kids and what benefits they have seen in their growth. They also encouraged members to fill out the form and try the product for free.
The conversations 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 considerable uplift in organic brand mentions, we introduced the campaign's second phase to showcase the product's superior benefits in terms of easy digestion as summer approached.
With every phase, we strengthened the association of attributes like "Brain Development" and "Easy Digestion" with the brand by highlighting these benefits in the Admin’s posts, serving as a template for other moms to gauge the brand. While the content's core idea was the same throughout all groups, thousands of moms' varied experiences and heartfelt testimonials lent individuality and style to each post.
Through the campaign we successfully triggered the 'trying' factor among moms for the range, with Admin led product reviews.
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