Nestlé-owned powdered milk brand NINHO is Brazil's No. 1 milk brand, specializing in infant nutrition and priced 30 percent higher than its competitors. However, the milk market in Brazil is highly commoditized, and in times of crisis and tight budgets, Brazilians see their purchasing power decreasing and begin trading down in various categories. Despite maintaining its leadership position and relevance to consumers, other brands were gaining penetration in Brazilian households. As a result, NINHO crafted a unique campaign in which it capitalized on the sentimentality of Mother's Day with creative that highlighted a family who has a deaf child.
Nestlé-owned powdered milk brand NINHO wanted to create a campaign to generate word of mouth as well as emphasize diversity, which is a key element for marketing in the Brazilian context. The goal for this effort was to capitalize on Mothers' Day in a way that considered the authentic Brazilian family framework.
Mother's Day is a significant date for the retail industry in Brazil. It's a moment in which brands of all kinds can capitalize on a golden opportunity to build equity and awareness.
NINHO wanted to achieve relevance in the lives of younger mothers and fathers, reinforcing the emotional connection with its product.
The campaign creative centered around the real story of a Brazilian child who was deaf, which would be used to show how love is not a word but an action. The brand created a hero video to capture the attention of consumers, which was then followed by a powerful testimonial with the child's family.
The campaign was launched on YouTube, Instagram, and Facebook and aired for two weeks during the Mother's Day period. This was followed by subsequent narratives about the family and how it has adapted to the child's needs. The creative addressed themes of maternal love and diversity by showing a Black family, engaging the audience with a message of inclusion and emotional expressiveness. In addition to the hero video, the brand also released a documentary video in which the mother and son provide their testimonies about their relationship. Furthermore, NINHO released a branded mission video on TikTok.
In a bold choice, the creative was developed without sound.
NINHO's film generated 99.7 million impressions and 31 million views. The view-through rate on Meta properties was 30 percent higher than NINHO's 2023 Mother's Day campaign, while the video completion rate was four times larger than industry benchmarks.
The click rate on YouTube was seven times bigger than industry benchmarks. On TikTok, creators who participated achieved an engagement rate 55 percent higher than the channel's benchmark, with 21.9 million views and 3,400 engagements.
The audience was able to engage with the story and was moved by the video, recognizing the effectiveness and importance of the campaign, illustrating the effectiveness of creating an inclusive tribute] to all mothers and their gestures of love.
