Case Study: Nestlé LACTOGROW achieves 8-point lifts in ad recall and brand awareness with Facebook mobile video ads

Catching mums on the go with mobile Facebook video ads

Nestlé LACTOGROW, a fortified milk formula for 1–3 year olds, faced the challenge of standing out to mobile‑savvy young mothers in Indonesia and improving brand perception and message association in a crowded market. The brand needed a way to be top of mind with mothers who increasingly research products on Facebook and Instagram.

LACTOGROW ran mobile‑optimized video, photo, cinemagraph and carousel ads on Facebook and Instagram that highlighted the “Happy Tummy, Happy Kids” message and distinctive brand visuals (blinking smile, flying milk drop), with photo ads used for low‑bandwidth areas. A Facebook brand lift study (Jan–Feb 2017) showed strong results: +8 points ad recall, +8 points brand awareness (vs +4 from TV), and +9 points message association (vs +2 from TV), alongside high engagement (e.g., 62K views).

Nestlé LACTOGROW

Raymond Lagdameo

Category Marketing Manager