Community Marketing Case Study | Nangrow by Convosight
for Brands


  • Nestle NANGROW wanted to conduct sampling and generate leads while establishing strong brand advocacy through brand RTBs.
  • The brand took an insight-based community marketing approach to capture the attention of mothers and drive conversations around the benefits of consuming Nangrow for children's growth. They engaged with 31 communities around parents with over 3.5 million members.
  • The brand achieved 3,729 brand mentions, 8962 UGCs, 92% brand share of voice, and a strong association with ‘Weight & Height Gain,’ ‘Fussy Eating,’ ‘Easy Digestion,’ and ‘Brain Development’.

About Nestle NANGROW

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.

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Nestle NANGROW’s Objectives

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.”

Community Marketing Strategy

1. Identifying the best communities for Community Marketing

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.

Campaign Structure


2. Analysing consumer insights from real conversations

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:

  • Problems and solutions related to "Weight & Height Gain," "Fussy Eating," "Easy Digestion," and "Brain Development" were widely discussed in toddler nutrition communities.
  • Parents are looking for the best nutritional supplement available for their kids.
  • There is a greater demand for sugar-free products and increased awareness of growth nutrients (protein, vitamins, calcium, and probiotics.)

With members actively discussing toddler nutrition, we developed a campaign narrative centred on the developmental benefits of Nestle Nangrow.

3. Community Marketing campaign idea

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.

Solution Types

Static Posts

Carousel Images


RoI of Community Marketing
for Nestle 📈

Sampling Leads
Increased brand share of voice from 2.7% before
User generated posts

The Big Beautiful Highlights

  • The campaign succeeded in increasing toddler nutrition category conversations from 267K to 335K within the 1st phase itself, an increase of 25%.
  • The brand received 3729 brand mentions and 8962 UGCs, building strong brand advocacy.
  • As brand mentions and UGCs poured in, the brand share of voice increased from 4.5% to 92%.
  • The campaign drove high engagement and received 22,653 reactions and comments.
  • The brand received 20,427 sampling leads from the first phase itself from the community, and after product deliveries from the brand’s end, community members shared gratification posts and organic testimonials.
  • The brand received a strong association with ‘Weight & Height Gain,’ ‘Easy Digestion,’ and ‘Brain Development’.

Top Performing Communities 🥇

Real People Real Conversations 💬

Through the campaign we successfully triggered the 'trying' factor among moms for the range, with Admin led product reviews.

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