Faced with numerous government regulations and compliance issues, Nestlé NAN was challenged to attract new users, retain them and prevent them from switching to competitive brands. Our research revealed that consumers are constantly on the search for a trusted, credible source for information. Building trust is not an easy task, and it certainly does not come in a short span of time. To overcome this challenge, we collaborated with two main parties, Guardian Pharmacy and Thomson Medical Pharmacy
To kick-start the campaign, awareness was reached through display ads, press ads, social media shout-outs and EDMs on the “Start Healthy with Guardian” program. The program pack consisted of a specially curated program booklet, which provided parents with nutritional information, activities with their toddlers, growth chart trackers and various tips & advice from experts.
Despite minimal budget spent on advertising the program, it achieved an astonishing 1 registration in every 3 seconds at its peak! Earned media increased dramatically on the day of launch as several parents closed groups, forums and chat groups were spreading the news to one another. Registration was overwhelming and had to be closed the next day.