2016 Winners & Shortlists

Brief Explanation

Across 70 years, an emotional connection was built between moms, children and NIDO. However, feelings haven’t translated into engagement. Through speaking with Arab moms, we realized the insight that nature has given every mother the instinct to love, nurture and protect not just her own child but the plurality of children. In Middle East, there’s an alarming number of under-nourished children. NIDO stands for nurturing a healthier future. The easiest thing was to donate millions of glasses of milk. But this wasn’t about making a one-off donation. We wanted to take this journey with our closest partners – the moms.

Results and Effectiveness

People made 1.7MM+ pledges! The highest engagement in NIDO’s 70 year history drove a CPA 60% less than benchmark. 14 Million+ impressions were gained through Owned/Earned media. Instagram followers grew 200% organically. Despite only 2% of people purchasing FMCG products on eCommerce, 180,000+ pledges were "purchased" with a cost per pledge 239x more efficient than standard display/video. Consumers recognized NIDO as “Being a socially responsible brand” (+9pts) and “Specialized in children’s nutritional needs” (+13pts) as we donated 14 million glasses. The campaign delivered business results with 96% purchase consideration, 35% incremental sales and 53.3% Market share (+280bps) across the region.

Creative Execution

Communication launched with Mothers’ Day events in UAE, Lebanon and Jordan, which we covered live online. Films were released across the region, encouraging viewers to participate. In an FMCG first, we created native experiences on eCommerce sites, where people could “purchase” a 0.00 AED pledge. Best of Riyadh’s editor commented “It is actually NIDO marketing and helping in one, and I must admit I like the idea.” The Pledge generated hype with TV stars pledging on Super Mom and Hki Jelis among others. Pledging was integrated into the most-used app Ramadan Times where people received the paid version for free.

Insights, Strategy and the Idea

NIDO launched “Be a Mother to a Generation”, an initiative allowing moms to provide nourishment to children by the simple, selfless act of taking a pledge. Arab moms are always online and on social media, discussing their concerns, staying updated with news and keeping in touch with peers. On Nidolove.com/social media, a mother could upload an image of her hand with a heart drawn on it and 7 glasses of NIDO Fortigrow would be donated to children who need it. To increase participation, we Spread the Love, integrating the pledge into key contact points and reducing barriers to participation.