Gerber (Nestlé) via sparks & honey
ROLE: Senior Art Director & Photographer, Content Team
In just under a year, the Gerber account achieved:
A 62% increase in positive sentiment on Facebook
More than 77k new, organic followers gained on Instagram in 18 months
6x more followers on Instagram than the next largest competitor
92MM potential impressions on Instagram
For decades Gerber has been the face of healthy and happy babies. My mission while at sparks & honey was to help Gerber define its social presences and be a leading voice in the social conversation of parenting. When I began working with sparks & honey and on the Gerber account, Gerber was in need of a brand refresh. It was my job to revamp the creative and add new breath into the work.
To stand out against competing brands, Gerber needed to connect with a new generation of parents, millennial parents. Through identifying cultural strategies, consumer insights and trends, we were able to create content that felt authentic to each social platform as well as Gerber's brand.
Gerber’s voice needed to stand out in this new phase of social media advertising. Our goal was to create real connections with millennial moms by displaying images that they could relate to. We established the hashtag #MommyMoment to engage mothers through funny and realistic posts. Once we defined #DaddyMoments as a cultural trend, we worked with Gerber to change their predominately mother-baby centric Instagram feed to incorporate fathers in a real way.
As more healthy and organic baby food products hit the market, Gerber needed to focus on their product's image more than ever. Through shooting their product with a focus on fresh ingredients, bright colors and fun backdrops, we were able to appeal to the millennial parent through beautifully curated posts.
Below on the left are examples of how the creative had been executed prior to my joining the team and on the right - the work I created.
BEFORE (CEREAL POST)
AFTER (CEREAL POST)
We focused on integrating campaigns in with all other creative so that the Instagram feed would feel consistent. In the example below, we shot the Gerber Penguins individually and told a story about each Penguin, as they all had distinct personalities according to Gerber's narrative. This afforded us three opportunities to post about the campaign, as there were three different penguins.
AFTER (GERBER PENGUINS)
BEFORE (GERBER PENGUINS)