Case Study
HiPP Combiotik

To increase awareness and trust in HiPP Combiotik among mothers of children aged 12–24 months in Hungary – through peer recommendations, product experiences, and word-of-mouth (WOM) – both online and offline.

👶 Context

HiPP Combiotik is a follow-on milk formula designed for children aged 12 months and up – a daily-use product supporting healthy development and immunity.

The campaign was designed to naturally introduce the product into maternal communities through an integrated ecosystem of touchpoints: from user-generated content on social media, through conversations in local networks, to hands-on product trial at home. The strategic approach was based on activating real women who share their experiences with other mothers – as the most credible and effective channel for building trust.

Solution

We activated 150 nano influencers – everyday consumers and mothers – who participated in a 4-week product testing program. Participants were selected through a carefully structured application and pre-screening process. The campaign was supported via a dedicated platform (info page, blog, email communications, 1:1 dialogue), and each influencer received a full product package including educational materials and add-ons (e.g., a NUK cup, HiPP spoon, and samples for friends).

Nano influencers were engaged to:

• test the product with their children and close circle,

• publish content on social media using the hashtag #HiPPpillanatok,

• share their opinions via UGC and product reviews on e-commerce platforms (Ratings & Reviews),

• initiate direct conversations in their personal networks (WOM effect) – including family, friends, and peer groups,

Many participants shared their experiences publicly – not only through content, but also through meaningful product feedback:

“There was a slight drop in my daughter’s appetite after her 15-month vaccination, but HiPP Combiotik worked perfectly – she enjoyed drinking it in the morning and before bedtime.”

Results

Reach and visibility:
• 128,000+ content impressions on social media
• 367 pieces of UGC generated (social media posts & blog photos)
• 261 published reviews across dm.hu, rossmann.hu and hipp.hu

Offline impact (WOM effect):
• ~13,000 people reached through face-to-face recommendations
• 1,124 people experienced the product firsthand (average of 7.5 trials per influencer)

Brand perception and purchase intent:
• 6.5 / 7 – average product rating
• 85% of participants expressed intent to purchase in the future
• 98% would recommend the product to others – significantly boosting the likelihood of further purchases within their immediate circle