How Successful Nestlé LACTOGROW Builds a Business on Facebook Ads
Senin, 18 Desember 2017
Nestlé LACTOGROW
Builds a Business on Facebook Ads
Nestlé LACTOGROW offers a
milk formula fortified with probiotics to help 1- to 3-year-old kids maintain a
healthy digestive system. To be top of mind with young mothers is crucial for
standing out against the many competitors in this segment in Indonesia (Growing
up happy).
Nestlé LACTOGROW wanted to
strengthen its brand awareness in the crowded Indonesian market by capturing
the attention of young mothers on mobile. The company used several mobile-optimised
ads and key brand creative to highlight important product benefits in a
captivating way.
The creative idea focused on
a family that was happy because of their healthy son, who received the
nutrients he needed with Nestlé LACTOGROW. To create stronger brand awareness,
the ads highlighted the brand’s tagline, “Happy Tummy, Happy Kids”, clearly
communicating that healthier kids are happier. Using text overlays, the ads
showcased the importance of “growing-up” milk, a fortified drink that benefits
the balanced diet of toddlers aged between ages 1–3. The brand’s iconic
blinking smile and flying milk drop were prominently featured in all creative
to increase brand recall.
Nestlé LACTOGROW used photo
and video ads, featuring cinemagraphs (animated GIFs) and a vertical video to
tell the story of “Happy Tummy, Happy Kids”. The campaign also combined images
and videos in the carousel ad format to communicate LACTOGROW’s impact on
healthy growth for kids. By using photo ads, the brand ensured that its message
reached areas with low bandwidth.
Nestlé LACTOGROW broadly
targeted young mothers aged 25–34 during the campaign, which ran on Facebook
and Instagram.
Nestlé LACTOGROW used
mobile-optimised and visually creative video ads to connect with young mothers,
achieving significant improvements across key brand metrics.
Mum’s the word
To stand out from the
competition, LACTOGROW needed to improve its perception and message association
among mobile-savvy mothers, showing visually how the product’s benefits impact
kids‘ well-being.
Sample work LACTOGROW on Facebook Ads:
Nestlé LACTOGROW conducted a
Facebook brand lift study and found that the campaign delivered outstanding
results between January–February 2017:
8-point lift in ad recall
8-point lift in brand
awareness (only 1-point lift from original TV commercial)
9-point lift in message
association (only 2-point lift from original TV commercial)
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| features used in facebook ads |