The primary campaign objective was to drive brand awareness of the new product, Nestlé Pure Life Fruity Water. The challenge was to develop social and digitally focused creative that spoke to the health-minded parent about a back-to-school/ lunchbox designed product, when COVID-19 had changed the way back-to-school was going to look for the 2020/21 school year. Media was optimized on CPM, and this was accompanied by social and digital partner brand lift studies.
While Nestlé Pure Life Fruity Water is a product created for children, our media campaign was going to target the Health Minded Parent. In building the media campaign we used the following insights:
We turned these insights into a strategy to prioritize channels that would deliver targeted reach against our audience: paid social and digital. This would enable us to be present on the most consumed channels and drive relevancy for the brand.
These insights and strategy became our big idea: New Nestlé Pure Life Fruity Water - A fun way to drink water whether your kids are at school or at home!
Knowing that we had to be focused and deliberate with our message to drive brand awareness, we focused on the fun, colorful packaging and used that to create mobile and socially optimized creative concepts. By bringing the packaging elements to life we were able to speak to the 0 sugars and 0 sweeteners messaging that is an important data point for audience, while making the creative as fun as the water is to drink!
We launched our year one campaign distributing our creative assets on the platforms where our Health Minded Parents are most likely to spend their time.
We drove awareness by reaching Health Minded Parents during a key back to school flight on Facebook and Instagram through 4 assets that clearly showcased the product along with the key RTBs for the brand. These assets made optimal use of the story and feed format to feel native and inspiring. Using a Facebook measurement study, we measured the effectiveness of our creative in driving brand awareness and ad recall.
We used digital to reach our consumer through targeted programmatic reach across banners, videos, and native placements. Through the addition of YouTube we would drive awareness using our :15 second asset as a first touch followed by a :06 bumper to retarget consumers who had already seen the :15.
These assets drove to a mobile optimized web experience where consumer could learn more about Fruity Water or find it for purchase.
Our digital and social results exceeded expectations. Overall the campaign delivered 361MM impressions, +45% above plan. Facebook’s measurement study showed Nestlé Pure Life Fruity Water had a +7.4pt awareness lift, +10.3 pt ad recall, and a 27% more efficient CPCV than benchmark. Moving the needle on Purchase Intent, Google’s brand lift for our YouTube content showed a 45% more efficient CPCV than benchmark with a +1.3pt for consideration. Colorful shapes and simple product focused creative turned out to be a great way to introduce the brand and our key RTBs in a fun way.
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