Beba - Influencer activation

To increase Nestlé Baby & me and its Baby Cereals products’ visibility. To strengthen the link between Nestlé and web users, and encourage interactions.

Campaigns & Content

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Context

Nestlé baby cereals are suitable for infants and toddlers from 4-6 months of age, when the introduction of solid foods usually begins. These cereals are designed to be gentle and easy to digest, making them suitable for the early stages of dietary diversification.

Nestlé also places great emphasis on food safety, and on its products’ traceability. Baby cereals are subject to rigorous checks at every stage of production, from the selection of raw materials to the final packaging, in order to guarantee the safety and quality of baby food.

It is important to note that Nestlé baby cereals should not be used as a substitute for breast milk or infant formula. They are intended to be introduced into a baby's diet as a supplement to breastfeeding or formula, per the advice of your healthcare professional.

It was essential to highlight these points through communications from content creators who have earned their followers’ trust. The focus was on the German-speaking part of Switzerland, as the client wanted to further develop this region.

Delivrables

  • Campaigns & Content

Objectives

The goal is to increase the visibility of Nestlé Baby & me and its Baby Cereals products, while overcoming concerns that baby products are sometimes viewed negatively, or less favourably than breast milk. It is essential that the communication surrounding the products’ benefits is thorough, and that the information about how to use them correctly is clear. Furthermore, we want to strengthen the relationship between Nestlé and web users, by encouraging interactions and promoting an open dialogue to help address their questions and concerns.

Our approach

Our approach to this project is based on several key elements that make us experts in the field. First of all, we set about defining the criteria for selecting influencers. We had to find parents with a child within the appropriate age bracket, and an audience or subscribers who matched our target audience. This careful selection ensured our message would get maximum relevance and receptiveness.

We then meticulously presented the project to the content creators we had selected, so that they could communicate it in the best possible way to their followers. We provided clear and compelling information about Nestlé Baby & me products and their benefits for infants, highlighting the products’ unique benefits.

Managing the publication schedule was a crucial task to ensure regular and consistent content delivery. We took the content creators availability and the client's specific requests into account in order to maximise the impact the publications would have.

Finally, we paid particular attention to supporting the content creators throughout the project. Our team provided constant advice and support in order to ensure that the project was successfully completed. This included regular follow-up meetings, prompt responses to questions and additional resources to help the creators optimise their communication with their audience.

Thanks to our methodical approach and our commitment to supporting content creators, we were able to demonstrate our added value in ensuring the project’s success. Our expertise in selecting influencers, managing the publication calendar and supporting content creators has helped to increase Nestlé Baby & me's visibility, boost user engagement and positively promote Baby Cereals products.

Objectives

The goal is to increase the visibility of Nestlé Baby & me and its Baby Cereals products, while overcoming concerns that baby products are sometimes viewed negatively, or less favourably than breast milk. It is essential that the communication surrounding the products’ benefits is thorough, and that the information about how to use them correctly is clear. Furthermore, we want to strengthen the relationship between Nestlé and web users, by encouraging interactions and promoting an open dialogue to help address their questions and concerns.

Our approach

Our approach to this project is based on several key elements that make us experts in the field. First of all, we set about defining the criteria for selecting influencers. We had to find parents with a child within the appropriate age bracket, and an audience or subscribers who matched our target audience. This careful selection ensured our message would get maximum relevance and receptiveness.

We then meticulously presented the project to the content creators we had selected, so that they could communicate it in the best possible way to their followers. We provided clear and compelling information about Nestlé Baby & me products and their benefits for infants, highlighting the products’ unique benefits.

Managing the publication schedule was a crucial task to ensure regular and consistent content delivery. We took the content creators availability and the client's specific requests into account in order to maximise the impact the publications would have.

Finally, we paid particular attention to supporting the content creators throughout the project. Our team provided constant advice and support in order to ensure that the project was successfully completed. This included regular follow-up meetings, prompt responses to questions and additional resources to help the creators optimise their communication with their audience.

Thanks to our methodical approach and our commitment to supporting content creators, we were able to demonstrate our added value in ensuring the project’s success. Our expertise in selecting influencers, managing the publication calendar and supporting content creators has helped to increase Nestlé Baby & me's visibility, boost user engagement and positively promote Baby Cereals products.

Results

Our agency did an outstanding job on this project, obtaining concrete and impressive results that demonstrate our expertise and added value. Here are some key figures and comments that underline the success of our approach:

1. We succeeded in signing 6 strategic partnerships, exceeding our initial goal. This achievement demonstrates our ability to identify and collaborate with relevant influencers in order to reach our target audience.

2. The average engagement rate of 7.4% is a strong indicator of the impact of our activation. This means that the created content generated real interest and meaningful interactions from web users, exceeding industry norms by far.

3. The stories generated an average of 1,100 views, demonstrating excellent reach and message delivery. This increased visibility helped raise awareness surrounding Nestlé Baby & me and its products.

4. The average number of comments on posts was 43, which underlines the users’ active engagement. Furthermore, it is important to note that all comments were positive, demonstrating a supportive reception and view of the products.

5. We achieved a record 394 saves for one of the posts, demonstrating the strong interest and positive response the users had.

6. We noticed a preference for video formats, which gave better reach results. However, carousel formats were great in terms of engagement rates. This format diversity allowed us to maximise our impact with different types of audiences.

7. Micro-influencers played a key role in this campaign’s success. Despite their relatively small number of followers, they recorded an impressive engagement rate and contributed to elevate the number of views per publication. This underlines the effectiveness of our micro-influencer strategy and highlights their power to influence our target audience.

These tangible results clearly demonstrate our agency's success in delivering this project. We strongly recommend continuing our collaboration with micro-influencers and making greater use of video and carousel formats to maximise the impact of future activations.

4. The average number of comments on posts was 43, which underlines the users’ active engagement. Furthermore, it is important to note that all comments were positive, demonstrating a supportive reception and view of the products.

5. We achieved a record 394 saves for one of the posts, demonstrating the strong interest and positive response the users had.

6. We noticed a preference for video formats, which gave better reach results. However, carousel formats were great in terms of engagement rates. This format diversity allowed us to maximise our impact with different types of audiences.

7. Micro-influencers played a key role in this campaign’s success. Despite their relatively small number of followers, they recorded an impressive engagement rate and contributed to elevate the number of views per publication. This underlines the effectiveness of our micro-influencer strategy and highlights their power to influence our target audience.

These tangible results clearly demonstrate our agency's success in delivering this project. We strongly recommend continuing our collaboration with micro-influencers and making greater use of video and carousel formats to maximise the impact of future activations.

Results

Our agency did an outstanding job on this project, obtaining concrete and impressive results that demonstrate our expertise and added value. Here are some key figures and comments that underline the success of our approach:

1. We succeeded in signing 6 strategic partnerships, exceeding our initial goal. This achievement demonstrates our ability to identify and collaborate with relevant influencers in order to reach our target audience.

2. The average engagement rate of 7.4% is a strong indicator of the impact of our activation. This means that the created content generated real interest and meaningful interactions from web users, exceeding industry norms by far.

3. The stories generated an average of 1,100 views, demonstrating excellent reach and message delivery. This increased visibility helped raise awareness surrounding Nestlé Baby & me and its products.

Project team

  • Digital strategy: Léontine Parolini, Digital Marketing Strategist

  • Project coordination: Léontine Parolini, Digital Marketing Strategist

  • Visual strategy & creation : Georgia Baeni, Graphic Designer

Project team

  • Digital strategy: Léontine Parolini, Digital Marketing Strategist

  • Project coordination: Léontine Parolini, Digital Marketing Strategist

  • Visual strategy & creation : Georgia Baeni, Graphic Designer