Case study

#GrowRightWithPediasure

PediaSure is the No.1 Paediatrician prescribed brand, which helps support immunity and gives visible growth in 90 days. It provides complete, balanced nutrition for children 2 years and above.

Pediasure launched a new product in mid of 2021, with growth nutrients Arginine and Vitamin K2.

The nutrient Arginine is found in protein rich foods, and its consumption has shown an increased growth rate in children. Arginine stimulates the growth plates near the end of the bone, helping them lengthen, and enabling their optimal growth. Mainly found in dairy products and meat, Vitamin K2 supports bone health by activating osteocalcin, a protein that helps calcium reach bones- making them strong and healthy.

Together, these nutrients will help support bones grow longer and stronger!

Pediasure’s new launch envisioned to create awareness and buzz of these new ingredients and strengthen loyalty amongst its existing and non users. It also wanted to parents to track and monitor their child’s growth using the GROW RIGHT TRACKER ON THEIR WEBSITE.

Parents could monitor the height and weight of their child with the use of this tracker while taking the 90 Day Journey with Pediasure.

Pediasure’s Objectives

Awareness for NEW Pediasure and Lead Generation the Grow Right Tracker Tool

New Product Awareness which included the Awareness for Arginine & Vitamin K2 which help in Long & strong bones for toddlers
Inculcating that 60% of bone growth happens by the age of 6 (60by6)
Taking the 90 Day Journey by using the Grow Right Tracker Tool on the website to monitor child’s growth

Associate New Pediasure MRI 2.0:

New Pack
2 new ingredients (Arginine & Vitamin K2)
How it helps in better immunity and growth
Addressing growth shortfalls

Driving advocacy and positive word of mouth for the brand and it’s sentiment.

Our Approach

By analyzing toddler nutrition conversations, we were able to determine that Milk 🥛 supplements have gained maximum share of voice within Products related conversations (25% salience).

Pediasure being the category leader, lagged on on Immunity & Energy attributes due to previous focus on growth (height and weight >90%) ; 33% SOV for bone health.

With an increased demand in bone growth and immunity, we wanted to take and overall Growth + Immunity approach with the New Pediasure in 2021.

The campaign was aimed at creating conversations around how growth and nutrition plays a key role in toddler's growth from age 2-6 years, followed by driving the brand’s USPs + new ingredients education to tackle the most discussed concerns such bone growth, strength and immunity via in-use photos of their child with the brand’s pack-shot and accompanied by the brand hashtags.

To achieve this, we selected the most relevant 85 Parenting Communities with over 3.7M Members PAN India.

Campaign Structure

Communities

3.7M

Members

Communities

3.7M

Members

Our Strategy

We divided our strategy into 3 main segments:

Pre Launch - Using relevant facts and claims around growth (60% bone growth in early growth years of the child) - drive urgency among consumers.
We ran a poll, and 2 unbranded phases to introduce the facts and claims among the TG.

Launch - Role of nutrition in overall growth of toddlers, New pack visual identity, 2 key ingredients- Arginine and K2
Secondary - 30% less sucrose in vanilla flavour

2 branded phases to launch the NPD along with its attributes to increase awareness and consideration for NEW Pediasure.

Introduction to track and monitor child’s growth and progress using the GROW RIGHT TRACKER Tool by starting a 90 Day challenge.

Post Launch - Address adoption barriers with relevant claims - 30% less sugar, Taste 2 branded posts that highlighted the key benefits of New Pediasure (30% less sucrose in vanilla flavour)

User testimonial of completing the 90 day Challenge with visible developments in child.

Solution types

Static Posts

Carousel Images

Poll

Challenge

The Big, Beautiful Highlights

The campaign succeeded 🎉 in increasing toddler nutrition category conversations from 118K to 160K after the campaign completion (135% increase in 7 months).

Each segment was out beating the previous one. The pre launch phase got 7.4K brand mentions v/s 9.7K mentions in launch phase v/s 11.6K mentions post launch 😍😍

User Generated Posts poured in and we received around 32K entries out of 28% were distinct unique posts made by the members in these groups.

Conversation around Arginine and Vitamin K2 were NIL before the campaign started, which grew to about 25% in the toddler nutrition segment, indicating that parents now knew what these 2 ingredients do and help child’s bone growth and strength.

Positive sentiment for the brand was on a rise with every phase and intervention, initially the sentiment was around 80% which further grew to about 91% after the campaign.

Pediasure’s key associations and attributes were ‘helps in overall development’, ‘immunity’, ‘visible growth’ meaning the consumers consumed the communication well.

We were also able to generate ~3700 leads that signed up for Pediasure’s free nutritional counseling session.

Top Performing Communities 🥇

Daddy Cool

Private group · 93.9K members

MOMS WORLD

Private group · 11.6K members

WoW MoMs🤱🤱

Private group · 36.2K members

Real People Real Conversations 💬

Admins completed the 90 day journey with Pediasure and using the Growth Tool Tracker - Positive advocacy and word of mouth for the brand. Members shared their reasons to choose Pediasure for their toddler along with positive feedback around the tracker.

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