Hépar is a water brand that offers an effective and natural solution to transit problems. In France, it has a strong awareness but suffered from a decrease of media investment. Therefore, the marketing team was looking into reinvesting massively in priority research sources of the product – friends & family being n°2 after doctors – and decided to collaborate with nano influencers.
On the Nestlé Ambassadors Club, managed by Territory Influence with its white label solution, we selected 5,000 women out of 96, 000+ qualified profiles. In order to meet the brand challenges of consideration and education on the product benefits, we launched 2 campaign waves: the first aimed at driving tastings and word-of-mouth; the second one stimulated the creation of UGC and online engagement.
Offline & online advocacy leading to a 7.6€ ROI at a national level.
The 5,000 targeted and engaged ambassadors shared their brand experiences, reaching 859K unique contacts offline, 1.5 Mio impressions online with a 99% recommendation for Hépar. The campaign maximized the level of product satisfaction with a 4.7/5 rating for the mineral water and 94% of purchase intention. To get more conversion details, we implemented a sales impact measurement with IRI on the first campaign wave (3,000 participants). After a 12-week period of analysis at 6 retailers, the brand increased by 2.1% its value sales and by 1.9% its volume sales – resulting in over 158,000 incremental sold units and a 7.6€ positive ROI at a national level.
Chloé Basten, Hépar Product Manager (Nestlé Waters) explained: “It’s a campaign that makes sense to address a taboo subject and feed the brand’s transit discourse. A format that not only educates ambassadors about the product and its benefits, but also engages the [Nestlé] community with the Hépar brand through content creation and feedback. The results exceeded our expectations and benchmarks, allowing us to work on both qualitative and quantitative aspects with an ultra-competitive ROI and uplifts in our sales value and volume.”