In this edition of the Creative Showcase, we’re taking a look at the MMA Smarties-nominated Nestle Dancow Aurora™ HD Video, how it worked, and why it gained so much success!
How it Worked
Aimed at tech-savvy, millennial mothers in Indonesia, the Nestle Dancow Aurora™ HD Video campaign brought utilized the interactivity available with mobile experiences. The video followed a young girl, who would ask her mother for permission to play with a kitten, climb a rope ladder, and participate in finger painting. Each story incorporated elements that encouraged users to interact with what was presented on the screen.
Users had to touch, tap, tilt, and swipe the screen to free it of dust, germs, and paint. After each engagement, the mother would say “Iya Boleh,” which means “Yes, it is ok!” because she was confident that her child was protected with the right nutrition. After the video, users were led to an end card where they could learn more about the Nestlé Dancow product and make purchases.
Why it Worked
The mobile ad itself was part of a multimedia campaign that incorporated a 4-step plan: educating the market, providing them with parenting tips, exposing them to experiential events, and providing venues where moms could put what they learned into practice.
Not only did this campaign tap into TV, print, radio, and social channels, but it utilized Aurora™ HD Video for the first time, incentivizing consumers to engage and interact in a way not previously accomplished by Nestlé before. The campaign achieved a 74% engagement rate and a 65% video completion rate, which is 2X the industry benchmarks. On top of that, viewability reached 94%, which is over 2X Moat standards.
About the Campaign
Nestlé is one of the leading milk brands in Indonesia, and it recently introduced its newly-improved product Dancow Advanced Excelnutri+. This innovative product from the Nestlé Research Center promises three nutritional benefits: protection from illness, brain development, and physical growth.
Nestlé enlisted the help of AdColony to launch the Dancow #IyaBoleh (Yes, it is ok!) campaign. This campaign encouraged inexperienced moms to allow their kids to explore new things and educated parents about Dancow’s nutritional benefits.
Nestlé is the world’s largest food and beverage company. They have more than 2,000 brands ranging from global icons to local favorites and are present in 191 countries around the world. Nestlé’s purpose is enhancing quality of life and contributing to a healthier future.
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