The Campaign

In the Philippines, milk brands abide by the milk code regulation that limits marketing efforts created by infant formula brands to ensure the protection of breastfeeding. With this, NANKID wanted to create an avenue to effectively market and educate the target audience who are already saturated with information about health and how they can set a better foundation for their children, in an experiential way. Inspired by global marketing trends, NANKID curated an interactive space that combined learning, science, and technology, to effectively market and educate moms. For 6 days, the park showcased how science can be the blueprint for a healthier future. Visitors were given access to a fitting fusion of interactive and educational stations that demonstrated the science behind NANKID and encouraged parents to reshape their child’s future today.

Execution

The campaign was planned, conceptualized and executed in a span of 6 months. Pre-event efforts happened four weeks prior to the opening date of the park. The team released an announcement press release, gathered attendees from different parts of the country, ran promotions both offline and online, and conducted other publicity efforts such as mall advertising and media partnerships to ensure we created buzz for the upcoming launch of Future City. The pop-up digital park welcomed guests from September 6-11, which included an exclusive media and VIP launch on the first day, a 3-day event exclusively for HCPs from different parts of the Philippines and a 2-day consumer run. Future City was sponsored and supported by 8 local companies and drew over 3,000 guests (media, celebrities and influencers, HCPs). NANKID was able to sustain the momentum through continuous PR efforts as well as an always-on engagement with media and influencers.

To measure the success of the event, the team set measurable objectives. Key performance indicators include the number of attendees and their overall feedback, quantity and quality of publicity generated, and NANKID’s market share increase in the Philippines. NANKID was able to attain stellar results brought by the pop-up event, despite opening for a limited time only. The 6-day run was attended by over 3,000 parents and doctors (+42 increase vs. previous year) and gave the most positive feedback as they found the event distinct, entertaining and educational (vs other similar events). NANKID garnered significant spikes on social media reach, engagement and fan growth-- over 360 social media mentions, over 700 thousand in reach, and over 1.8 million in impressions. This first omnichannel activation of the brand garnered quality, on-brand coverage from reputable local media outfits both offline and online, giving a total of 16.3 million in total PR values and 1092% ROI. Over-all, NANKID was able to exceed the set target was able to reverse their sales decline. Through Future City, the brand was able to reach their record-breaking, highest ever market share, making it possible for them to solidify the #1 spot in e-commerce.

The Situation

Nestlé NANKID is one of the leading premium growing up milks in the Philippines. For years, the brand has relied solely on medical communications to drive awareness and trial. With the brand benefit designed for scientific understanding of doctors, making the message relevant and strongly resonating with the target audience, the mothers, remain a challenge. NANKID launched a new communication handle, “reshape the future today” with the aim of empowering moms to understand how decisions today can affect their child’s future. This new messaging was amplified through Future City: An Interactive Digital Park, the brand’s first omnichannel activation.

The Strategy

NANKID wanted to draw the attention of: HCPs and educators who dedicate their life to improving the health and wellbeing of children; media, influencers and celebrities; and parents, especially moms (SEC ABC1), who are confident of securing their child’s future. The strategy of the event was simple: educate, encourage, and empower. EDUCATE how family health history plays a big role in determining future health by curating an interactive digital park that will educate the target audience. ENCOURAGE HCPs, parents and kids to become more aware of their lifestyle choices though on-ground interaction engaging relevant stakeholders (media, HCPs). EMPOWER parents and kids to reshape their future by sparking continuous conversation online and offline about the brand’s vision of creating a healthier nation. Through Future City, partners were able to learn first-hand how to achieve lifelong health, free from allergy and obesity-related health issues, encouraging them to reshape their future today.