CASE STUDY
Nestlé
Campaign Objective
Nestlé Sweet and tasty holds the lion share of more than 70%, and thus is the biggest stand-alone brand nationally. We aimed to establish it as the perfect breakfast partner for stand-alone consumption. Our objective was to generate penetration among the non-users of Nestlé Sweet n Tasty Yogurt. We positioned Nestlé SNT with the healthy morning breakfast occasion and made it a smart choice for a smart routine. To increase awareness, consideration & trial during the season.
TACTICS
The idea was initiated to promote a healthy and start of the day. A special jingle #StartSmartAndGo was created, and further integrated into the AR Filter. For this campaign, 1 celebrity and 28 Instagram influencers were taken onboard who used the filter to share their smart and active lifestyle in a fun, unique and engaging manner. The pool of influencers was divided into 2 batches, their content was spread out to create maximum penetration and catch attention of the target audience. The #StartSmartAndGO filter content was posted on Influencers IG Feed and Stories. Along with that, Influencers posted shout-outs to persuade audience to participate in the contest through which UGC was generated. The audience were to use the filter showcasing their creativity and post content pieces with the Hashtag #StartSmartAndGo to register their entry for the contest. The top 2 entries with the most engagement received a cash prizes of PKR 25,000 and 10 participants received 10 Daraz Vouchers.
DELIVERY & RESULT
The campaign brought in huge numbers, proving that this was indeed an effective campaign which successfully captured the attention of the people and set the course for marketing through AR and jingle.Start smart & Go campaign garnered 3,062,065 Cumulative impression and 2,226,946 Cumulative engagement. The UGC Contest added fuel to the buzz around Nestlé Sweet n Tasty Yogurt by securing 100+ UGC Entries for the contest in the time span of 3 weeks. It was an Impression based campaign we were successfully able to secure a good number for the UGC engagement which was round 410,426.
