Nutricia Club is a community, and you can't just “post content” at a community. You have to give it reasons to talk. We gave it two — and both worked.
“My Little Copy” — a project in which mothers showed how their children copy their gestures, habits and faces. Hundreds of videos and photos people shot themselves, because they wanted to.
No media buy will ever buy what an audience creates voluntarily — and here they were signing it with the brand's name too.
“The Hurriers” is a project about babies born before term. A subject brands usually stay away from: it's frightening to say the wrong thing.
We did — with doctors, with verified material, without a shred of emotional exploitation. Parents of premature babies live in constant anxiety, and a brand that gives them precise information instead of vague words is remembered forever.
