NIDO FORTIGROW is one of the leading brands of Nestle worldwide. In Pakistan, it enjoys a similar position and is one of the top brands within Nestle Pakistan and is the market leader in powdered milk for children with a 66% plus market share. Nestle wanted to start the movement called “Nido Mission Nutrition” (NMN) and educate children and mothers regarding the importance of good nutrition and in doing so increase trial by recruiting new consumers to the Nido Fortigrow. It was all to be done in the limited time period first in Karachi, followed by rollout in Karachi, Lahore and Islamabad.
Team of marketers, trainers and event managers at Carnelian got in touch with schools all across Pakistan. Once the schools and parents were on board the team started to run sessions in schools in most engaging manner. The objective of these sessions was to impart knowledge in such a way the information was retained in the minds of students and adults alike, who attended these sessions. In order to make it a widespread the students were encouraged to share the information gathered with other students and recruit them using social media. This was made possible with the help of branding gurus who developed ideas to make the theme engaging and trainers who gave engaging sessions using activities and lectures.
Carnelian enabled Nestle to use activities of NMN on various platforms to engage audiences at two different platforms. These platforms included social media and on ground engagements. The idea that started from only few days of engagements proved to be so successful that it lasted for about six months over two years. It not only gave NMN brand the connection with its audience that it was missing but also improved sales.
Social and community engagement has been part of Carnelian’s DNA since our founding. As part of this commitment, we wanted to leverage our presence across Pakistan to carry out a national level youth movement. Together for Tolerance aims to develop muscles of tolerance in all corners of Pakistan.
We have taken our message where no other social movement has gone. Areas that were previously infested with the Taliban and saw extreme intolerance. Even the Swat Valley, the hometown of the youngest Nobel Laureate Malala Yousafzai.
We are setting up teams in 35 cities of Pakistan, covering all provinces and territories. These teams are made up of local youth who are passionate about the cause. These teams will promote tolerance through these three activities:
Travel, Internships and Exchange – between various regions of the country
Events – Seminars, theater, discussions, or anything else that promotes tolerance
Skill Building – Learning/teaching regional languages and building skills to take the message further
The first phase of the movement has garnered a monumentous response, with students from across the country becoming youth leaders of their regions. The first ever TFT Conference in September 2016 brings these leaders together for training.
Nesvita is a premium Nestle brand for women, designed as the best solution to address calcium deficiency, an issue faced by women all around the world. The brand marketing strategy focuses on “Strength”.
Nesvita Women of Strength is one of our flagship projects. Focal point of the project brief received from brand was to create a nationwide campaign for college and university female students (16 – 24). Acquaint them with the brand philosophy and highlight significance of calcium to avoid osteoporosis, a physical condition much dreaded by women. Marketing objective was to escalate the product reach by defining it as a woman’s best friend.
We joined hands with Nestle to develop a thought provoking, emotionally invigorating campaign to reach out the fertile yet usually ignored minds of our female youth. Giving birth to Women of Strength was a delightful labor.
Being the OD consultants, our prime focus has traditionally been on corporate sector, stepping our foot into colleges and universities with a different set of audience and expectations was first of its kind for us but as they say purpose breeds passion, we excitedly became a member of Women of Strength trio – Brand, Activation agency and us.
The campaign was run for three consecutive years (2011- 2013). 2-3 hours sessions were organized in renowned colleges and universities of metros – Lahore, Karachi and Islamabad. The session was woven around the concept of “Women of Strength”, a blend of physical, intellectual and emotional strength. Recognizing, owing and unleashing the power of choice. Essence of the engagement was to empower self to architect personal and professional edifice.
Sessions were followed by individual assignments as qualifying criteria to select most committed and promising candidates, who were then offered internships or individual sessions with mentors from different walks of life such as corporate, beauty, entrepreneurs etc
Women of Strength was very well embraced by usually the most neglected but integral part of our society. Goal setting exercise enabled young women to break out of their shells of fear, complacency, self-doubt and urged them to look at themselves with a fresher and more empowering perspective. Key success factor of the subject initiative was strength of connection; external connection with audience stimulated the internal journey to connect with self.