Lactoclub
Lactoclub, a Nestle community, empowers moms to make informed decisions about their children's nutrition and well-being. The platform provides information on milk products, promotional materials, parenting tips, and articles to help parents be better-informed.
Short Description:
Uncover the secret behind Lactoclub's success in understanding their community's needs and tailoring creative content that truly hits the mark. Leading to a successful 10% overachievement of their new member acquisition goals.
Solution:
Supermom tapped into its highly engaged community of moms, allowing Lactoclub to acquire valuable market specific demographic insights. By leveraging Supermom's deep understanding of moms' needs and preferences, Lactoclub gained access to a wealth of first-party data consumer trends.
Impact:
The campaign enabled Lactoclub to connect with a diverse community of Indonesian moms across various life stages:
- Pregnant moms
- Moms with kids aged 0-1 years old
- Moms with kids of various ages
This rich data empowered Lactoclub to tailor their content, promotions, and resources more effectively, better serving the unique needs of their community members from upper and middle socioeconomic status.
Objective:
Supermom tapped into its highly engaged community of moms, allowing Lactoclub to acquire valuable market specific demographic insights. By leveraging Supermom's deep understanding of moms' needs and preferences, Lactoclub gained access to a wealth of first-party consumer trends.
Activity/Channels:
Leveraged Supermom's active community
Employed an organic approach resonating with the target audience
Utilised Supermom's expertise in understanding moms' needs
Ensured a seamless and user-friendly data collection process
Results:
5,542
New community members acquired within a single month
110%
of the initial target KPI
"We are very pleased to be working with the Supermom team. Our campaign ran by leveraging Supermom’s active community instead of targeting regular website visitors, making the approach we take more organic. As a result, we outperformed our KPI by 10% and obtained good quality clean data."
Bernadeth Franchika, Lactogrowth Brand Team