Searching for the benefit of HIPP infant milk

Assignment

The HIPP brand wanted to significantly increase its share in the infant milk category through new communication based on the strong brand benefit. Our task was to help the HIPP brand find this benefit and verify its potential before campaigning.

Solution

Upon agreement with the client, we first reviewed all available data owned by the HIPP brand to make sure we do not research for what the client already owns and invested in.

At the same time, we conducted a desk-line discussion where mothers are very active to monitor the basic perception of the HIPP brand and its competitors in the infant milk category.

Surprisingly, even this simple analysis showed significant differences between brands and potential benefits of HIPP, so we used its outcomes repeatedly later on.

We added our own research data, in the form of home visits of mothers, where we interviewed them and mapped their selection criteria for infant milk and we had the mothers and their children taste HIPP milk. This brought many ideas on how to talk about HIPP milk and what to focus on in the communication.

A creative workshop followed, led by our facilitators, combining the HIPP marketing team with their sales department staff, baby nutrition bloggers and several mothers. As part of co-creation, we jointly developed 5 concepts of communication, and measured their potential on the segment of mothers.

Based on this, new HIPP communication emerged, which together with other activities in maternity hospitals and at social networks led to a doubling of the brand sales.

If you want to know more about how to identify the key benefits of your brand against your competitors and significantly increase your market share, please contact Hana Kloučková at +420 603 523 484 or email: klouckova@confess.cz.