Adopting a new milk

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.