Tasked to present an integration strategy that differentiates the brand and ultimately increasing recruitment for Nestle Baby Club, Mashwire introduced “A Taste of Pregnancy,” a social media campaign that was fundamentally a social experiment where unsuspecting men were asked to perform everyday tasks in a pregnancy suit...
Facing the ever-crowded infant nutrition category and declining birth rates in Singapore, brands are reaching out to consumers through below-the-line tactical methods such as goodie bags and samples to grow awareness. Consequently, in order to accrue more consumer shares, it is vital for brands to reach out to potential consumers the moment their parenthood journey begins i.e. the start of pregnancy.
In-depth research revealed that pregnant mothers felt that they were not understood by their husbands.
Through discovering insights and executing it into relatable content, Nestle managed to surpass its recruitment target, increase its reach and fan base and most importantly, build a strong affinity with its consumers.