rise and shine,
to a smart morning!
In the vast yogurt landscape, Nestlé has 70% of the branded yogurt segment. But That's only 2% of the broader yogurt industry. Loose yogurt is a staple on Pakistani tables and kitchens with a whopping 85% share.
The goal?
Increase customer acquisition for Nestlé Yogurt in Pakistani households
Who should Nestlé Yogurt talk to?
1
Women (25-40) who are responsible for cooking in the household and are responsible for grocery shopping
Eliminated: They are hesitant to use it in meal prep and don't see much usage in the kitchen as Nestlé Yogurt is sweetened and they prefer the unsweetened variant for meal prep or as a side.
2
Gen Z and Millinneals who are health conscious and are increasingly seeing benefits of yogurt owing to smoothies, yogurt bowls etc.
Have parallel roles and live online and offline.
Want something easy & convenient to fit their fast lifestyle
They want to make healthier choices
what was the consumer's biggest challenge?
They are constantly on the go. They don't have time to have breakfast and often miss out on essential nutrition for a solid start to the day.
Taping in to the breakfast consumption moment and creating the #StartSmart platform =
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The
Idea
#StartSmart Har Morning (#StartSmart every morning)
The campaign had 3 DVC’s delving in to the rushed mornings of the target audience that would make them skip breakfast. Nestlé Yogurt is then plugged in as the smart choice which is quick, healthy and tasty.
Active mornings: Fitness junkies who want to rush to their healthy morning routine
Busy mornings: Rushing out to go to work or class with no time for a breakfast
Creative mornings:Rushing out for a day of content creation but have to leave empty handed.
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What were the challenges during the campaign execution?
This was a digitally led campaign geared to the very short attention spans of scrolling youth. The messaging of 'quick, healthy, tasty' was concisely packed in STRICTLY 10-second films.
How was the campaign adapted for platforms?
5 second bumpers were further created for YouTube pre-roll campaign. That meant condensing the message even more - in 5 seconds!
Moreover, vertical edits were created for YouTube shorts and Instagram story formats.
