Pregnant women and new mothers have a company on social media. Nestle India’s First 1000 Days Campaign is a creative, long-term activity which is a smart mix of information, health tips and emotive appeals.
In an attempt to educate and entertainment mothers on the importance of first 1000 days from pregnancy to toddlerhood, Nestle has started extensive social media campaigns, branded Nestle Start Healthy Stay Healthy, which covers a range of matters such as hygiene, food, health, cleanliness and of course love of women for their new born.
How many words can your one-year old speak? Is it more than 10? The campaign is executed through many such interesting tools and ideas such as spot-the-difference quizzes, dos and don’ts and quiz contests based on the best food for a toddler; fun of sponge bath and sensitising women to understand importance of breast feeding.
Nestle’s Facebook campaign started in March 2012 and was well-received within a few weeks of its launch. By early December 2012, the campaign generated 50,000 likes. The brand has creatively placed real and archived images of women and their children on its colourful Facebook page.
Though the short and emotive messages are capable to evoke strong interest among parents of newly born kids, the target audience of the campaign is clearly the women. To engage the audience, the advertiser frequently posts pictures of mommies with their kids on the page, with a stash of special effects.
The brand has effectively celebrated events such as Mother’s Day, Breast Feeding Week and a hangout with Bollywood film director Farah Khan. Nestlé has partnered with doctors in educating mothers.
Not surprisingly, the campaign has stood by its theme and tried new initiatives such as posting emotive pictures of mothers cuddling their kids and strong nutrition and precautionary messages for them. It appears that these initiatives have kept some mothers constantly glued to the page and sometimes discuss their health concerns with other new mothers leading to significant number of discussions.Instead of just promoting their products, Nestle has been adding value to their community. Users have been posting their child’s pictures on their wall. They are using these user generated content to create stories out of them.
The brand appears to have successfully conducted the Breastfeeding Week asking mothers take the super pledge to breast feed their kids to make them Superbaby. Interestingly, the breastfeeding week has been going on for several weeks now. And I am surprised to see some of my friends, who are yet to tie knot, are fans of Nestle’s First 1000 Days campaign. Perhaps because motherhood has been portrayed flawlessly by Nestle.
Scope of Improvement
The amount of effort that has gone into this campaign is commendable. However, reliability of the content would significantly grow, if its informative aspect is enhanced. The acceptability of tips on food and hygiene could go up if it comes from the horse’s mouth. The brand could leverage the success of its Facebook campaign to other social and digital media platforms.
The campaign seems to have struck a balanced between emotions and intellect in its messaging. The web site of the same campaign has divided its content carefully to cater to kids of different age groups and requirements.
Messages are informative and in line with the requirements of its target audience. It has also maintained a fine balance between the image and text ratio. On a different level, one could clearly observe that the campaign is gender-sensitive as it aesthetically portrays Indian women in traditional as well as western social situations.