Situation:

For most of us. Our moms are nothing less than superheroes. Having answers to all our problems and worries.

But data showed us a different story.

It showed us how moms are online, constantly looking for help with their children. Stuck between age-old beliefs and new-age solution. And being bombarded with information. Most of which they either can't make sense of. Or apply to their own children.

Brief:

Nestlé believes that good nutrition and habits should start early in a kids life. And wanted to use this situation to become the answer to the questions moms have about their child's nutrition.

Objective:

Strengthen Nestlé’s credentials as a leading nutrition, health and wellness company by engaging and helping parents choose right diets for their children.

From a database of 200k daily searches on nutrition, we saw that 28% of all search happening through voice (growing by 270% y/y) and majority through mobile. Digging deeper, we saw mothers are majorly contributing to this.

Primarily of children from 6 months to 12 years. The moms were trying to understand if their child's nutrition was getting completed by what they were eating. Trying to find out what to feed, how much to feed & when to feed to ensure the child has healthy weight and height.

This gave us the Idea of NINA. An artificial intelligence personal assistant, for everything to do with their child's nutrition. Where all mother's need to do is ask. And the voice-enabled NINA backed by the expertise of Ask Nestle not just responds back. But becomes the voice that helps them and their kids in their nutritional journey.

We partnered with Google to get data-driven understanding of what mother/parents in India were facing when it comes to their child's food and nutrition. Through search and web history.

This helped us further narrow down our Target Group to Indian parents (mothers especially) with children between the age of 6 months to 12 years.

Psycographically, we understood from the data the 3 major issues that we needed to solve:

a) Contradicting information on leading parenting/nutritional platforms about child nutrition

b) Lack of a unified platform that answers their questions related to meals

c) Information being personalized for their children that parents can use considering eating habits and preferences

We mapped the google data against the expertise and years of research Nestlé acquired. And designed a mobile-based service ecosystem to be the solution mothers were looking for.

NINA was developed on the google assistant platform with multiple complex user journey and permutations to provide solutions that enable it to adapt to information and streamline customized solutions.

All users need to say is "Ask Nestle".

And your Google Assistant changes to NINA. Your Nutrition Assistant.

NINA remembers multiple children profiles for you and she understands their regional food preferences and takes care of their allergies.

She suggests daily and weekly meal plans to ensure that the children get the right nutrition and she can set reminders for you to check the meal plans or send your emails with ready to print meal plans.

No 2 meal plans are the same - ensuring that the children get variation in meals and their interest in food remains intact. In case a portion of food isn't preferred, the replacement meal items are just a command away.

You can also find out about the key nutrients of the suggested meal items.

NINA also serves bite-sized contents which help to educate mothers about key aspects of nutrition and learning about the Key Nutrient's role in their child's growth.

Ask Nestle was picked up by various leading media publication and became the talk of the town.

Currently, about 8.2K users have interacted with NINA for about ~23K minutes till date. 10.7K+ Sessions have been generated and a whopping 68% of them have been a fan - they are the returning users. The mothers are keen to talk to NINA -- On an average, the mothers are spending 2+ Mins per session.

And more importantly, With the help of data, we now understand moms better than ever. And the better we understand them, the better Ask Nestle becomes every day.