Enfagrow Concept & Messaging Test
This work started as a concept and messaging test for Enfagrow and is now being developed into a larger campaign initiative based on the test results. We were asked to utilize consumer tensions (provided to us) to develop campaign concepts that create excitement around toddler nutrition. This work was intended to establish Enfagrow as the category leader by driving awareness and providing education. After familiarizing ourselves with the tensions/insights, we studied relevant trending content to develop four exciting test concepts. Each concept’s theme varied in tone: some embraced Enfamil’s current charm; some stepped outside of it. Below you’ll find the work for the concept and messaging test, which our client absolutely loved. Campaign currently underway!
Campaign concepting and launch: 2024
Involvement:
Researched social content relevant to the tensions provided to better understand how they’re being talked about in the parenting space
Developed the concept theme, tone, and messaging for each funnel
Wrote the ad copy for Walmart and Kargo placements
Helped ideate visual direction
Workshopped with client to integrate specific product benefits in clear, simple ways (for longer video assets)
Tension 1
Focus: Key developmental nutrition with a taste your toddler will love.
Insight: “I’m worried and upset that my child is not getting proper nutrition because they are a picky eater. I want to feel confident that I’m giving my child proper nutrition.”
Creative Approach:
Outsmart Your Picky Eater
Nutrition to support the "bunny crackers only" days.*
Tension 2
Focus: Superior brain development.
Insight: “Being a mom is so difficult in this day and age. I’m constantly feeling the pressure to compare my toddler’s milestones and watching their milestones makes me feel proud. I want to do everything to make sure my kid meets/exceeds early childhood milestones to give them the best start.”
Creative Approach:
Okay, Big Toddler Energy
Brain-building DHA to help them win toddlerhood!
Tension 3
Focus: All-in-one solution for vitamins and nutrients, plus has a taste kids like.
Insight: “I’m frustrated because my child won’t take vitamins and is not getting enough supplemental nutrition to fill nutrient gaps in their diet.”
Creative Approach:
Mmm-Worthy Nutrition*
Save bribes for naptime; toddlers love Enfagrow!
Tension 4
Focus: Premium/superior nutrition that gives peace of mind to busy parents.
Insight: “I’m overwhelmed that I’m not doing enough for my kid. I want to give my toddler the best nutrition, but the demands of life are all barriers to daily optimal nutrition.”
Creative Approach:
Uncomplicated Nutrition*
22 nutrients for toddlerhood, ready in seconds.
Results:
Based on Toluna results, consumers resonated with “Picky Eater” and “Uncomplicated” because the ads were clear, informative, did a good job of communicating the product’s benefits, made them want to learn more, and made them consider the brand/product further
Consumers also felt that “Picky Eater” was short and simple while still being informative. They enjoyed the message and benefits conveyed, and the bunny crackers made it feel relatable. The opening line was a nice hook for consumers to grasp their attention and made it feel applicable to their lives with their toddler
“Uncomplicated” stood out as sounding nutritious, helpful, easy, and healthy. Consumers liked the breakdown of the ingredients/nutrition and their comparisons with the examples, which made it clear and easy to understand
