ASK NESTLÉ. CHILD NUTRITION, SIMPLIFIED.

TitleASK NESTLÉ. CHILD NUTRITION, SIMPLIFIED.
BrandNESTLÉ INDIA
Product / ServiceGOOGLE ASSISTANT NINA (VOICE COMMAND : ASK NESTLE)
CategoryA03. New Realities & Voice Activation
EntrantDIGITAS Mumbai, INDIA
Idea Creation DIGITAS Mumbai, INDIA
Production DIGITAS Mumbai, INDIA

Credits

Name Company Position
George Koshy Digitas India Senior Creative Director
Umang Puri Digitas India Creative Lead
Soumitra Biswas Digitas India Associate Director - Client Servicing
Devleena Chakravarty Digitas India Assistant Manager - Client Servicing
Ashok Sharma Digitas India Database Manager
Anant Aggarwal Digitas India Associate - Account Management,
Rakesh Singh Digitas India Associate Creative Director
Parveen Kumar Digitas India Group Head
Deepak Aneja Digitas India Sr. Art Director
Subhajit Deb Digitas India Sr. Art Director
Shashank Mohan Digitas India Art Director
Praveen Dhyani Digitas India Creative Designer
Ashish Panwar Digitas India Senior Video Producer
Harneet Bahal Digitas India Senior Associate - Copywriter, Creative
Sushit Kumar Mandal Digitas India Senior Copywriter, Creative
Stuti Trikha Digitas India Senior Copywriter, Creative
Sujata Das Digitas India Senior Associate - Copywriter, Creative
Hemant Bhagia Digitas India Customer Experience Director
Neeraj Gupta Digitas India AVP- Technology
Gaurav Singh Digitas India Technical Architect
Salik Anwer Digitas India Sr. UI Developer
Ashish Gupta Digitas India Sr. Application Developer
Pankaj Singh Digitas India Sr. Application Developer
Rahul Biswal Digitas India UI Developer
Amit Kumar Singh Digitas India UI Developer
Vikas Gaurav Digitas India QA - Technology
Mamta Pandey Digitas India UI Developer
Piyush Raval Digitas India Senior Associate - Application Developer
Chintan Srivastava Digitas India Associate Project Manager - Technical

Background

Situation: For most of us. Our moms are nothing less than superheroes. Having answers to all our problems and worries. But data showed us a different story. It showed us how moms are online, constantly looking for help with their children. Stuck between age-old beliefs and new-age solution. And being bombarded with information. Most of which they either can't make sense of. Or apply to their own children. Brief: Nestlé believes that good nutrition and habits should start early in a kids life. And wanted to use this situation to become the answer to the questions moms have about their child's nutrition. Objective: Strengthen Nestlé’s credentials as a leading nutrition, health and wellness company by engaging and helping parents choose right diets for their children.

Describe the creative idea

From a database of 200k daily searches on nutrition, we saw that 28% of all search happening through voice (growing by 270% y/y) and majority through mobile. Digging deeper, we saw mothers are majorly contributing to this. Primarily of children from 6 months to 12 years. The moms were trying to understand if their child's nutrition was getting completed by what they were eating. Trying to find out what to feed, how much to feed & when to feed to ensure the child has healthy weight and height. This gave us the Idea of NINA. An artificial intelligence personal assistant, for everything to do with their child's nutrition. Where all mother's need to do is ask. And the voice-enabled NINA backed by the expertise of Ask Nestle not just responds back. But becomes the voice that helps them and their kids in their nutritional journey.

Describe the strategy

We partnered with Google to get data-driven understanding of what mother/parents in India were facing when it comes to their child's food and nutrition. Through search and web history. This helped us further narrow down our Target Group to Indian parents (mothers especially) with children between the age of 6 months to 12 years. Psycographically, we understood from the data the 3 major issues that we needed to solve: a) Contradicting information on leading parenting/nutritional platforms about child nutrition b) Lack of a unified platform that answers their questions related to meals c) Information being personalized for their children that parents can use considering eating habits and preferences We mapped the google data against the expertise and years of research Nestlé acquired. And designed a mobile-based service ecosystem to be the solution mothers were looking for.

Describe the execution

NINA was developed on the google assistant platform with multiple complex user journey and permutations to provide solutions that enable it to adapt to information and streamline customized solutions. All users need to say is "Ask Nestle". And your Google Assistant changes to NINA. Your Nutrition Assistant. NINA remembers multiple children profiles for you and she understands their regional food preferences and takes care of their allergies. She suggests daily and weekly meal plans to ensure that the children get the right nutrition and she can set reminders for you to check the meal plans or send your emails with ready to print meal plans. No 2 meal plans are the same - ensuring that the children get variation in meals and their interest in food remains intact. In case a portion of food isn't preferred, the replacement meal items are just a command away. You can also find out about the key nutrients of the suggested meal items. NINA also serves bite-sized contents which help to educate mothers about key aspects of nutrition and learning about the Key Nutrient's role in their child's growth.

List the results

Ask Nestle was picked up by various leading media publication and became the talk of the town. Currently, about 8.2K users have interacted with NINA for about ~23K minutes till date. 10.7K+ Sessions have been generated and a whopping 68% of them have been a fan - they are the returning users. The mothers are keen to talk to NINA -- On an average, the mothers are spending 2+ Mins per session. And more importantly, With the help of data, we now understand moms better than ever. And the better we understand them, the better Ask Nestle becomes every day.

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