Nestle Nido
Challenge
NESTLÉ NIDO is well known in Latin America, but relatively new to US-born Hispanics. These consumers make up over 35% of the US Hispanic population, so the brand needed to introduce NIDO to increase consideration and become profitable.
INSIGHT
Hispanic women want to raise happy, healthy kids while being recognized as good moms. However, it is not always easy for them to make choices that please without compromise. Pediatricians and WIC, a federal assistance program for low-income moms, recommend transitioning to liquid milk after formula or breastfeeding. Family and friends contradict this recommendation and advise supplementing with enriched growing-up milk options. These types of contradictions drive Hispanic moms to turn to online communities for all things parenting. Besides community support, these environments offer editorial and expert tools that take the guesswork out of parenting.
BabyCenter and Mamas Latinas are the leading parenting destinations for Hispanics in the US. BabyCenter offers expert editorial, written by experienced editors and backed by a Medical Advisory Board and parenting experts. They reach moms at every stage, targeting through emails that give moms the targeted personalization they seek. Mamas Latinas offers in-culture parenting content written by Latinas, for Latinas and has a strong network of Hispanic moms looking to balance parenting information with culture.
Although BabyCenter and Mamas Latinas give mom the editorial support they need, the bulk of their editorial focuses on pregnancy and infant content. Understanding mom’s need for nutritional information for children one and over, NIDO set out to develop a platform that would leverage BabyCenter for its credibility and Mamas Latinas for its cultural relevance.
SOLUTION
To increase credibility and relevance with Hispanic moms, NIDO developed “Niños Saludables”, or “Healthy Kids”.
#NiñosSaludables
“Niños Saludables” is a content platform and custom hub powered by the two leading parenting sites, Baby Center and Mamas Latinas. For six months, NIDO provided Hispanic moms with over ten pieces of premium editorial content dedicated to the importance of healthy habits in toddlers. Social and native posts, and stage targeted emails amplified reach and put the content right in front of our audience.
"We know from a lot of research we do that Hispanic moms, particularly Spanish speaking moms in the U.S. are more likely to pay attention to ads that are relevant to their child's ages," said Julie Michaelson, head of global sales at BabyCenter.
To further the brand’s credibility, NIDO hosted expert Q&A sessions to discuss the benefits of Growing-Up milk. Additionally, the brand partnered with over twelve Hispanic mommy bloggers/vloggers to make the brand more relevant.
NIDO amplified engagement with Hispanic moms through sponsored community forum topics on BabyCenter and Mamas Latinas. These conversations allowed NIDO to garner insights and understand the preferences of their target. Strategic placements and rich media units made NIDO stand out, driving brand association and trust with a previously disengaged consumer segment.
Results
“Niños Saludables” was NIDO’s most successful effort to date. The program increased purchase intent by an impressive 85%, and delivered over 27MM site impressions, 900k blogger impressions, and 250k page views (66% above the 160k page view benchmark). Furthermore, NIDO was able to engage a new audience, helping strengthen the brand’s position in the US:
"In the past, we've had a strong hold in the unacculturated mom who has that heritage and understands the brand," said Priscila Stanton, Nido's marketing manager. "But as we look at the growing Hispanic population and the opportunity within the bicultural segment, we felt that we needed to either reminder or reintroduce the brand and the benefits to this bicultural mom.“
NIDO’s reposition and improved strategic approach accelerated sales, achieving a 15% growth rate versus the brand’s goal of 12%. The brand set this goal to grow NIDO into a $100MM brand in three years, but with current sales at $70MM and a continued partnership with Baby Center and Mamas Latinas, NIDO is well poised to meet and even exceed this goal.
