Nutramigen’s Control The Colic, Feel The Relief
The ask here? Create a campaign that would emotionally connect with stressed-out CMPA parents to help them feel seen/understood and highlight Nutramigen as the solution that brings relief. We owned this campaign from pre-production to post-production, leading a 5-day shoot to kick things off and developing fresh assets quarter after quarter. We utilized the most-up-to-date platform learnings for every refresh to optimize our channel-first creative: Redditisms and “be a brand” mentality on Reddit, application of lead-in hooks and trends on Meta, supers for visual impact and voiceover mirroring on YouTube, strategic sequencing and pacing, and message repetition (slogan and badge). This campaign also included Pinterest assets and Kargo assets. We’re very proud of this one, and our client continues to see incredible performance results!
Pre-pro: 2023 / Campaign lunch: 2024 - currently running
YouTube Example (Awareness Asset)
Title: Cow’s Milk Allergy? Nutramigen Starts Easing Colic Within 24 Hours!*
Description: The light at the end of the colic tunnel. Nutramigen starts working from the first feeding to help provide relief in as early as 24 hours!* Control the colic and feel the relief. Try our clinically tested hypoallergenic formula today.
Voiceover: Hopeless colic due to cow’s milk allergy? Nutramigen starts providing fast colic relief within 24 hours, working from the first feeding.* Control the colic and feel the relief, for more moments like these. Learn more today!
Reddit Example (Consideration Asset)
Promoted carousel post copy: Nutramigen® with Probiotic LGG® works for 90% of babies with cow’s milk allergy, helping relieve colic in as early as 24 hrs.* Try today to see how it can help your LO. Control the colic and feel the relief.
Reddit Example (Awareness Asset)
Promoted static post copy: Nutramigen® with Probiotic LGG® starts to ease colic in 24 hrs from the first feeding!* Relief for your LO means relief for you. Learn more today!
Conversation static post copy: YSK Nutramigen® works for 90% of CMPA babies.* Try today to control the colic and feel the relief.
Pinterest Assets
Meta Example (Consideration Asset)
Post Copy (125): We're getting parents back to the moments they deserve with their baby. Nutramigen helps ease CMPA colic in 90% of babies.* *As early as 24 hours and 90% infants experienced relief within 48 hrs, due to cow’s milk allergy.
Headline (27): Helps 9/10 Babies With CMPA
Description (27): Hypoallergenic Formula
YouTube Shorts Example (Consideration Asset)
Caption/Title: Nutramigen Eases Colic in 90% of Infants With Cow’s Milk Allergy
Voiceover: Nutramigen® eases CMPA colic in 90% of babies. Control the colic and feel the relief.
Reddit Example (Consideration Asset)
Post Copy (125): Nutramigen is ready for you in liquid form, making it easy to serve at any hour. Control the colic and feel the relief. †Based on a survey of 54 parents.
Headline: Nutramigen Hypoallergenic Formula
Description: 9/10 Report Satisfaction†
CTV Ad Placement
Involvement:
Pre-production (shot list development)
Directed 5-day video shoot (you should see my day-of color-coded system)
5 days, 3 locations, 25 actors/actresses, 209k budget, 1048 usable assets
Strategized campaign approach (yes, we had to do the shoot first, storyboards second for this one due to timing!)
Crafted social asset copy for Meta, Reddit, YouTube, Pinterest, and Kargo
Directed voiceover sessions
Helped oversee the entire creative process
Reddit Example (Action Asset)
Promoted static post copy: Parents trust Nutramigen® with Probiotic LGG® to help relieve colic from CMPA because it provides fast relief. In fact, 90% of parents reported satisfaction. † Buy today!
Meta Example (Awareness Asset)
Post Copy (125): When CMPA enters the equation, it's hard to know what to do. Nutramigen supports relief, helping ease colic within 24 hrs.
Headline: Nutramigen Infant Formula
Description: With Probiotic LGG@
Meta Example (Action Asset)
Results:
+10.7 lift in ad recall
Exceeded Meta’s 6s video completion rate benchmark by 11%
34.4M Meta Impressions (Q2 creative)
4.19M Meta Reach (Q2 creative)
After the success of the Nutramigen social campaign and CTV ad, our ECD and GCD tasked us with developing big-picture ideas, ranging in scale, feasibility, and budget, that could help generate wide-scale, PR-able buzz. Our GCD was very captivated by insights surrounding white noise’s efficiency at the time, so he wanted us to layer it into our ideas. The hope was that Nutramigen could own this untouched space.
Below, you’ll find these “big” ideas. Some are my own, some first thought up by my coworkers. Typically, after they share ideas in a brainstorm, I take them and expand upon them, rounding them out and stringing together all the components (white noise, brand truths, campaign sentiment) in a way that makes sense. I thoroughly enjoy taking my peers’ ideas and shaping them until they work for the brief.
