Word of Mouth Marketing with impacting over 1.2M consumers

Aiming to position and promote the new Nestlé Naturnes Bio product line, we carried on a Word Of Mouth campaign. Don’t miss all the details and obtained results.

THE CHALLENGE

One of the main difficulties that are presented when introducing a new product in the food market, is the fact of being capable of enabling the potential customer with the confidence needed to buy that product. Therefore, the main objectives we set for this Nestlé Word of Mouth were:

• Increase Brand Awareness
• Introduce the product’s characteristics and innovative properties

Additionally, we had to impact a very specific target: 25 to 45 year old parents, that had children in the age range of 6-24 months and who bought Bio world related food for them.

HOW WE MANAGED IT WITH WORD OF MOUTH (WOM) MARKETING

In order to contribute to increase brand and motto awareness:

• We created brand education through posts, message diffusion and viralization, and quizzes to strengthen key concepts.
• We communicated on blogs and social media the motto “It’s not just BIO, it’s BIO for babies”.
• We carried out visual branding activities: 5 differences and memory games.
• We selected the target through an initial survey.

In regards of product awareness and brand sustainability:

• We instructed all participants on online recipes, on ecological ingredients and manufacturing process.
• We encouraged participants to use #NaturnesBioParaBebe

It is known that to generate a good WOM campaign, it is of great importance that consumers know the product and know how to correctly transmit the message the brand wants to convey. Thus, in the first place, at Kuvut we focus on educating all participants on the benefits of Naturnes, its totally ecological ingredients, the line’s recipes and its manufacturing process. Dozens of training articles were published as well as educational and gamification activities were carried out with the purpose of generating product knowledge and engagement. This surpassed surpassed 22k and an over 667k UGC total impact, thanks to the more than 800 posts created by the brand’s potential clients who used #naturnesbioparabebes on their social media.It should be noted that thousands of parents signed up to test the product, but after the thorough selection filters were applied to adjust participants to the brand’s ideal target and find the best ambassadors, we chose those who were more interested and better understood and accepted Naturnes’s characteristics and benefits.

Once the campaign was carried out, the measurable results showed us a total impact of +1.2 million consumers, which generated a convenient online and offline Word of Mouth WOM among potential clients. 

In addition to everything mentioned, we obtained over 2400 comments on Kuvut’s platforms and over 150 thousand visits to our blog. We also increased in more than 2000 the number of visits to Nestlé’s website.

At the end of the campaign, thanks to surveys answered by Naturnes ambassadors once they tested the product, we were able to discover what they thought about it; valuable information for the brand.

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