On a red cover with heart patterns, two children's hands hold a box of Guigoz infant milk.

Adopting a new milk

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The Brief

How to use social media to announce the launch of new products in the Guigoz infant milk range.

Data & Insights

In infant nutrition, the origin of the choice of a milk is
– 1/3 the maternity ward
– 1/3 the doctor
– 1/3 word of mouth because user advice is in high demand.

The Answer

A team of 12 parent influencers was formed, initially brought together for a Masterclass on infant nutrition with a pediatrician and a representative from Nestlé Research. Each influencer was tasked with showcasing the products with their child and sharing their experience using the products across a series of four activations.

Eight people pose playfully on a patterned tiled floor, in a bright and spacious room with large windows and white walls.
A woman wearing a yellow jacket and sunglasses on her head smiles, standing in front of a decorative metal fence.
A woman wearing a white blouse and ripped jeans walks along a brick sidewalk in front of a building with blue doors and decorative brick moldings.
A woman stands on a brick balcony, holding a small child in her arms. Trees and part of a building can be seen in the background, on a sunny day.