Situation

Outspent by sugary drinks (SSB) companies that enhance the appeal of SSB's as a form of hydration, Nestle's U4HK looked at marrying the company’s expertise in nutrition knowledge with U4HK’s commitment to help children adopt healthy habits

to create a science-based program that encourages kids to drink more water.

Brief

Encourage children to drink more water by making them believe it was their choice to do so.

Objective

Drive behaviour change among kids by targeting the parent and engaging the kid. Success of the campaign would be measured by an increased rate of the child's daily water consumption. On a brand level, we need to bring awareness to U4HK's commitment to healthier and happier kids.

Media Strategy

Touchpoints

The mobile app as the hero touch-point was a strategic choice. 42% of respondents have downloaded more than 5 apps in a given yearwith 60% of those apps downloaded are gaming apps. [1] The app was made free on both app stores to encourage uptake rate.

Channels

FB and YT were key channels in driving awareness and conversion. We used a sequential storytelling media strategy to re-engage video viewers and ensure a successful path to conversion.

Google Ads

This tactic was introduced with the sole objective of driving app downloads on Android. With Android being the superior operating system in the region, this ad format was

key in driving app download objectives. Among a pool of respondents by ArabNet, 37% of respondents said that they discover apps using the app-store.We also depended on word of mouth, partnerships, and press coverage to further spread the word.