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 consumer trends.

Impact:

The campaign enabled Lactoclub to connect with a diverse group 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:

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