Challenge.

Despite having more brand familiarity and loyalty, Nestlé Nido was losing market share and favorability everyday to the recently launched competitor Similac. Similac was not only comparable to Nido in terms of quality but costed less as well. Understandably, parents were increasingly giving their children Similac as their first formula milk and only if children did not appreciate the taste or could not digest it will, were parents purchasing their second choice, Nido. 

Solution.

Motherhood isn’t all happiness, glory and martyrdom. Its also messy, painful and exhausting. Many first-time mothers struggle with the new realities of motherhood and often don’t find any allies that they can discuss these new challenges with. Nido rolled out a video series called You’re Doing Great Mom with top celebrities which embraced the non-glamourous part of motherhood and reassured young mothers most common worries - child’s health & immunity, separation anxiety,  etc. across social media, video series with top celebrities, print, OOH, and then later expanded it to include a TVC as well. Campaign was launched across India & Pakistan at the same time. In Phase 2, campaign was rolled out across three other South Asian countries. 

Execution.

• Generated +50M digital impressions through BuzzFeed.

• Grew social audiences by 118% on Facebook and 43% on YouTube. 

• Grew United For Health blog subscription by 43%

• Accumulated +2.5M impressions via paid social, generating +300K entries for user generated content. 

• Grew community engagement and content contribution by 24%