THE OBJECTIVE

To increase the visibility and knowledge of Tommee Tippee products in the Italian and Spanish markets, highlighting the fact that they are totally innovative compared to their competitors. Products are designed to intelligently meet the needs of parents and children. A real challenge for parents to whom Tommee Tippee offers daily support. A #parentmission to be told through the credibility of influencers who are new mothers or close to giving birth and therefore absolutely on target.

INFLUENCER SELECTION

Given the type of product and campaign concept, it was essential to select creators who could truly represent the users at whom the campaign was aimed. We did not just settle for influencers involved in the world of ‘mothers’, but selected profiles of new and expectant mothers, in other words people who are really in touch with the needs and problems of the campaign.

16 profiles for Italy and 11 for Spain, involved in a story through Instagram posts and Stories.

RESULTS

The data-driven and highly targeted selection and the quality of the content generated produced significant results.

• +645.000
  Unique users reached
• +54.000
  Interactions generated
• +4.000.000
  Stories view
• +6.800
  Swipe-Ups
• € 1,75
  CPM
• € 1
  CPA

THE OBJECTIVE

To increase the visibility and knowledge of Tommee Tippee products in the Italian and Spanish markets, highlighting the fact that they are totally innovative compared to their competitors. Products are designed to intelligently meet the needs of parents and children. A real challenge for parents to whom Tommee Tippee offers daily support. A #parentmission to be told through the credibility of influencers who are new mothers or close to giving birth and therefore absolutely on target.

INFLUENCER SELECTION

Given the type of product and campaign concept, it was essential to select creators who could truly represent the users at whom the campaign was aimed. We did not just settle for influencers involved in the world of ‘mothers’, but selected profiles of new and expectant mothers, in other words people who are really in touch with the needs and problems of the campaign.

16 profiles for Italy and 11 for Spain, involved in a story through Instagram posts and Stories.

RESULTS

The data-driven and highly targeted selection and the quality of the content generated produced significant results.

• +645.000
  Unique users reached
• +54.000
  Interactions generated
• +4.000.000
  Stories view
• +6.800
  Swipe-Ups
• € 1,75
  CPM
• € 1
  CPA

Facebook strategy

The aim was to use Facebook as a touchpoint that could enhance the close relationship between the Brand and its community.

The Herbalife Nutrition page is a Global Page, a unique fan page, but different for each country. Each one is therefore managed independently, both in terms of content and community management.

This is why it was important to find the right combination of international content produced by the head office and original content, which is crucial for localising it for the Italian market and ensuring originality.

We diversified the format of the content to make it much more aligned with social media and to work in a data-driven way, in order to find the most relevant content for users and thus enhance the Herbalife Nutrition Brand.

This approach has led to the Italian page achieving the best results at EMEA (Europe, Middle East, Africa) level.

• +548k
  Unique users reached (+2.13% compared to the previous year)
• +53k
  Interactions with posts (+51% compared to the previous year)
• +2k
  Average engagement per post (+163% compared to the previous year)

IMPROVING ENGAGEMENT

The Herbalife Nutrition community is very active and close to the Brand. This is a considerable plus, which not many Brands can boast, and has driven us to focus on what the network has to say, drawing fundamental ideas for the creation of content and for customer care.

• +56k
  Mentions analysed
• +11,6k
  Unique authors

Facebook ADS

As part of the strategy adopted, Facebook Ads are of great importance, and are used both to promote Brands and products and to support content activity.

This is necessary in order to counteract the increasing drop in organic reach on the platform. By using Facebook’s advanced functions, such as custom audience and lookalike, we can create extremely tailored messages that appeal to our targets.

• -71%
  CPI
• -77%
  CPR