How Nestle created a loyal community of new mothers with World Breastfeeding Week

Every year Nestle India associates with the World Breastfeeding Week, reaching out to new parents, especially mothers, creating a loyal community.

In a world, where a woman’s breasts are over-sexualised and breastfeeding in public is considered inappropriate, it is actually quite a task for new moms to feed their babies. To ease their ordeal and to help bring up a healthy baby, Nestle India every year comes up with engaging campaigns and other initiatives around the World Breastfeeding Week.

This year, World Breastfeeding Week was celebrated from August 1 to August 7 and the brand released a video highlighting that breastfeeding is not only a mother’s job, but it takes a father’s shoulder, a colleague’s helping hand, a friend’s sympathetic ear and a grandma’s eye.

The video was shared on ‘Star Healthy Stay Healthy’ page, which is another science-based educational initiative of Nestle India, in partnership with doctors, focuses on the lifelong impact of breastfeeding and the first 1,000 days of a baby’s life.

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Nestle India’s social media push

The brand actively promoted the video to spread the importance of breastfeeding and how it takes how a mother needs everyone’s help, on their social media pages.

Social media chatter

The video has earned a lot of positive response and mothers from all over the world have been able to relate to it. They went on to share their stories of the hardships they faced when it came to breastfeeding, on the brand’s Facebook page.

Experts’ view

Giving his views on the campaign, Rajiv Dingra, Founder & CEO, WATConsult said, “It’s an insight driven video that works on the premise that one needs to sensitize the influencers and support system of a mom as well to ensure that she breast feeds for longer. The video is more of a montage video with different moms and is trying to appeal to a global audience. I feel it lacks depth in emotion as there is no single story but it definitely addresses a key insight and manages to communicate the message clearly.”

What Sanjay Mehta, Joint CEO, Mirum India likes most is that the brand has been quite consistent in taking a stand when it comes to supporting breastfeeding over the last few years.

“There is a certain positioning which Nestle India has taken on how they are urging the rest of the community to support a mom in her breastfeeding. The theme is nice and it is a good campaign,” Mehta concluded.

Throwback

Last year, Nestle India got their cute little Superbabies back and with the help of a 3 minute long rap song. The video spoke about how to help a mother in her daily chores, while she can breastfeed her baby at peace. The reason being, it takes more than a mother to make a Superbaby.

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In the earlier Superbaby videos, the babies spoke about the benefit of breastfeeding and how they are so strong because their mom made them a Superbaby.

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Nestle India has thus been quite active on social media in facilitating conversations around breastfeeding. Along with a strong social media plan, the brand has also launched numerous initiatives to support breastfeeding.

Last year, the brand opened over 800 breastfeeding rooms and introduced tools to spot them as well. The cute Superbabies are extremely popular on the internet and the brand has successfully managed to create them as a strong property, which people can easily relate to.

Nestle India has managed to associate themselves with a cause not known to many, creating a niche for themselves, while building a loyal community of new parents.

Do you think more brands should come forward to support the cause? Let us know your thoughts at team@socialsamosa.com or in the comments section below.