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Client Overview
Nestlé, a global food and beverage leader, aimed to introduce SMA Organic Growing Up Milk to health-conscious Chinese parents. The campaign focused on partnering with trusted parenting influencers to build credibility in a competitive market.
The Challenge
Nestlé confronted three hurdles:
Trust Barriers: Overcoming skepticism about organic products in China’s crowded infant nutrition sector.
Influencer Authenticity: Identifying parenting KOLs with genuine expertise and engaged followings.
Scale: Managing collaborations with 234 influencers efficiently while maintaining message consistency.
Strategy & Execution
InfluenConnect executed a data-driven campaign to establish SMA Organic as a trusted choice.
AI-Powered Parenting KOL Matching - The platform filtered influencers by parenting, health, and organic lifestyle tags. AI analysed engagement rates, audience demographics (parents of toddlers), and content authenticity, prioritising creators with a history of credible product endorsements.
Transparent Pricing & Rapid Scaling - Pre-verified rate cards allowed Nestlé to budget effectively for 234 micro- and macro-influencers. The one-click invite feature streamlined onboarding, reducing negotiation time by 50%.
Educational Content Focus - Influencers shared tutorials on transitioning to organic milk, paediatrician-approved benefits, and behind-the-scenes factory tours. Content was localised to address Chinese parents’ specific concerns about nutrition and safety.
Results
The campaign cemented SMA Organic’s reputation as a premium choice:
8M+ Impressions: Content reached 1.2 million households, exceeding targets by 35%.
70% Faster Influencer Search: Nestlé’s team redirected saved time to content quality control.
Customer Trust: Post-campaign surveys showed 65% of parents viewed SMA Organic as “reliable and safe.”