pana ga 2019 general assembly_a… · campaign helped in building nido gum’s equity, improving...
TRANSCRIPT
BRAND BRAVERYPANA GA 2019
NIDO growing the past 4 years!
Sources: Internal Data, Nielsen MASH data, July 2019
++SALES GROWTH
#1 GUMMARKET SHARE
Stay consistent
Stay focused
Reach: target broadly
Repeat messages across touchpoints
Strengthen distinctive strengths
Support your message to maximum effect
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2
3
4
5
6
Rules in communication have changed,
distinctiveness in communication approach is critical
The Milk Ad
Template Trap!
6 Golden Rules of Marketing
Differentiation and clarity in brand positioning
is imperative, as GUM players overlap in communication
“Laking NIDO, PROTEKTADO” “BONAKID para sa
Batang may Laban”
“TIBAY ng BEAR BRAND”
The MOST DISTINCT campaigns during 2017 touched on
unconventional topics and elicited strong emotions
“Vow” Atypical Love Story
“Wanda” Love Affair/Transgender
“Magic ng Pagsasama” Mom’s Death/Dad’s new Love
Understanding the “Balancer Moms” & her Parenting Evolution
At least 2 MILLION
Working
“First Time” Moms
14 MILLION
Single ParentsEither married or separated
The “Substitute”
ParentsDad
Hired Help Neighbors
Extended Family
NIDO GUM communication to break the mold
and speak to the unique situations of Balancer Moms
Build EMOTIONAL
EQUITYBuild a NEW & DISTINCT
benefit platformInspire moms to nurture the
interests of their child
HOWCompelling & highly
differentiated RTB
(respiratory defense)
REAL Context to help
build NIDO’S
AUTHENTICITY
Milk partner that helps
empower moms to
nurture child’s interest
WHAT
From functional driven to emotional
2014 – 2015Functional benefit highlight
LAKING NIDO,
PROTEKTADO
H2 2017 –2018Emotional benefit highlight
LOVE THAT PROTECTS
(3 episode campaign)
CHECK THE LABEL
2016 – H1 2017Functional benefit highlightEquity to consumers
Nutritious, delicious family
milk brand
Creamy and full cream
taste
Moms today cannot always be there for
their children 24/7 and they know that they
need to let their children go to nurture
them and help them develop their
interests and potentials.
To make sure they are nurtured, they need
to show a love that protects even when
they are not around through their co-
parents and with NIDO ADVANCED
PROTECTUS 3+.
EPISODE 1
Sentiment scan shows most comments were mostly positive or neutral
Positive opinions praised the focus on the realistic context
of the campaign and the inclusiveness of the brand to tackle
emerging family contexts
Positive comments included some local celebrities!
Some fans have been observed to defend
the brand organically
Negative opinions aired were focused on the
perceived context of “broken families”
Campaign helped to improve key attributes for NIDO GUM
Attributes
Helps protect my child +13
An innovative brand +12
Helps provide the essential nutrients needed by my child everyday +7
Ideal for my child’s age +13
Is a brand I trust +6
Is a brand that helps nurture my child's potential +8
Is a brand that helps stimulates my child's social development +11
Is of good value +10
Is supporting my child to grow confident +10
Leader in Children's Milks +6
Makes me feel I’m a good mother +12
Provides nutrition that helps strengthen my child's respiratory system +7
As well as significant lift in Market Shares & Sales
+++MARKET SHARE
++SALES GROWTH
Sources: Nielsen MASH data Q3 2017 , Milward brown QBR Q3 2017, Internal Data July 2017
EPISODE 2
High engagement online with people very heavily invested in the story
Fans messaging NIDO page directly Clamor for Part 3
Fans creating their own fan theories
Brand driving more conversation & excitement through moment marketing & teasers
Facebook Conversation between mom & dad
Teasers prior to TVC launch
EPISODE 3
Campaign helped in building NIDO GUM’s Equity, improving brand
health with good ad diagnostic scores
BRAND HEALTH
Awareness +7
Consideration +1
Trial +11
Bought Nowadays +10
Most Often Usage +9
10.3M ORGANIC reach
6.1M views, 900K engagement
Equity: Affinity
Equity: Sets Trends
Enjoyment
Relevance
Persuasion
However, challenged in persuasion and in generating demand & sales
Sources: Nielsen MASH data Q3 2018 , Milward brown & kantar QBR Q3 2018
-MARKET SHARE
-SALES GROWTH
Moving forward to 2019…
2014 – 2015Functional benefit highlight
2019 onwardsFunctional & Emotional benefit balance
LAKING NIDO,
PROTEKTADO
H2 2017 –2018Emotional benefit highlight
LOVE THAT PROTECTS
(3 episode campaign)
NURTURE THEIR FREEDOM TO BE(Power to Say Yes!)
CHECK THE LABEL
2016 – H1 2017Functional benefit highlight
EMOTIONAL EDIT
FUNCTIONAL EDIT
Attaining good ad diagnostics & significant lift in Brand health scores
BRAND HEALTH
Awareness flat
Consideration +10
Trial +7
Bought Nowadays +9
Most Often Usage +8
Source: Kantar BHT & Ad Diagnostic Tracking April 2019
++SALES GROWTH YTD
from negative in H2 2018
Successfully bringing NIDO
GUM back to growth!
Source: Nielsen MASH June 2019 & Internal Data June 2019
+++MARKET SHARE YTD
Protect it’s position as the
#1 GUM BRAND
THANK YOU