Campaign details

Brand: Nestlé
Lead Agency: Mindshare
Region: LATAM

Strategy

Objective

The brand's objective was to relaunch Excella Gold and increase brand awareness, specifically communicating how Excella Gold has a new and exclusive formula with neuro-nutrients that helps with babies psychomotor development and cognitive functions.

Target Audience

Pregnant Women and Recent mothers, Women 25-44.

Creative Strategy

Music and sounds play a key factor in kids development, so why not take advantage of this and create a unique experience for mothers and babies? We discussed with the client creating musical stories, content and using our targeting capabilities to reach mothers. We reached out to specialists and doctors and with their help, we were able to create copies for short stories designed specifically to develop movement, communication skills and creativity. We produced 12 audio stories and created a branded profile where users were directed throughout targeted media formats.

Context