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G-07-11. Start healthy, stay healthy
| Agency | Engage Digitas LBI |
| Creative head | Ivan Bogdanov, Creative Director |
| Author of idea | Ivan Bogdanov, Creative Director |
| Product | Nestle baby food |
| Description | Being an expert in baby food for more than 145 years, Nestle knows everything on baby development and nutrition. But how and where can we share this information with young moms who are extremely busy with their new born kids? We made a research and found that social networks is the right place to find moms. Daily statuses, pictures of their kids have become a part of their daily routine. So we opened groups in Facebook (www.facebook.com/Nestle.Baby.Food ) and VKontakte (vk.com/nestle.baby.food ) and developed an application ‘Start healthy stay healthy’ where mom can get relevant and up-to-date information on her kid development, even if she is still pregnant. Once a week, application privately posts content on her baby development and gives advice on the right nutrition. We also created two more apps: ‘My photo diary’ where pregnant mom may download pictures and get a video on her pregnancy and ‘Mom and me’ with useful information on mom and baby nutrition. In the groups where we have more than 370 000 fans by far, we have a pediatrician and baby nutrition expert answering moms’ questions. We post infographics on baby development, give advice on how to take care of a baby, tips on kids games and leisure, make contests and polls. Our VK page has become a real moms’ forum where they may discuss all baby issues, get support and share their happiest moments. We get more than 200 UGC posts on the wall and thousands of photos of happy kids in 50 photo albums. |
| Advertiser | Nestle |
| Team members | Viktoria Sorokina, Art Director Anastasia Agafonova, copywriter |
