Danonino is a pioneering brand and leader of the kid's dairy segment, driven by kid's love of the products. The brand's target is kids aged 0-7 and their parents. There is a lack of knowledge about the parent customer journey, and in particular, drivers of recruitment for parents of children aged 2-3. Despite high performing creative campaigns there has been long-term underinvestment in media and an unclear media investment model.
Danone needed robust insights and recommendations in order to inform their growth model, engagement and media strategy for the Danonino brand. This encompassed two key questions:
1. How and why do the mums of children aged 0-6 gain knowledge, information and inspiration for their child's snacking. And thus, how can we better engage them and recruit them to the category?
2. What are those moments in which parents, specifically mums, are more open to introducing new snacks to their children, and how can we engage them in these moments?
We needed an approach that would give us in-depth insights into the real food lives of families across the globe, and allow us to accurately size and prioritise opportunity areas for the brand.
We proposed a mixed methods research approach in order to engage families in an audience centric and fun way - through online qualitative community and a questionnaire.
Our community was designed to capture the real life moments of the audience and get under the skin of their behaviours, decision making and motivations. We captured this through a series of video, photo and written diaries – as well as a series of tasks to understand their child's life stage, their influences and tough points for their child's food and nutrition.
Our survey focused on sizing and validating 'pivot moments' in the life of a child - moments that influence nutritional/food habit changes - and understanding where the greatest potential for engagement lies, and what the key tension point yoghurt can meet is. We also stretched our understanding on the nutrition and information needs of families and what should be brought to the surface in marketing.
1. A dynamic journey to recruitment framework through the lens of the child's life stage, which detailed key decision moments, and the role of influencers e.g. kids in that process and tough points, from licensing to media.
2. Clarity on the key moments in the journey to aid recruitment of new customers, who to influence and what the optimal touchpoint mix is.
3. Recommendations on how to be the brand of first choice in food diversification.
