Case Video - Chuckie

Summary

The Nestlé Chucky “Play Together” campaign encouraged Filipino moms to prioritize playtime with their children despite busy schedules. By celebrating moms as imaginative co-players and heroes through an engaging video and song, the campaign emotionally resonated with both moms and kids. The content quickly became Chucky's most watched and shared, sparking conversations about the value of spending time together. This emotional connection translated into impressive business results: 1.6× category growth from 2013–2015, reversing declining volume shares and achieving 18% growth by 2015, while restoring moms’ trust and reinforcing that children’s happiness is worth a little extra time and money.

Takeaways

• 😀 Filipino moms are increasingly busy, leaving less time for play with their children.
• 😀 Lower-priced competitors have pressured moms to prioritize practicality over engagement.
• 😀 Nestlé Chucky aimed to reconnect with moms by emphasizing their children's happiness.
• 😀 The 'Play Together' campaign celebrated moms who made time for play despite busy schedules.
• 😀 Creative and imaginative storytelling was used to showcase moms as heroes in their children's eyes.
• 😀 The campaign video featured a catchy song highlighting fun, shared playtime experiences.
• 😀 Within days, the video became the most watched and shared Chucky content ever.
• 😀 Moms and kids actively engaged with the campaign by singing the song and discussing playtime.
• 😀 The campaign led to a 1.6× faster growth than the total category from 2013 to 2015.
• 😀 Nestlé Chucky reversed declining volume shares and achieved 18% growth by 2015.
• 😀 The campaign successfully restored moms' trust and positioned Chucky as a brand prioritizing emotional bonding over cost.

Q & A

What challenge were Filipino moms facing that Nestlé Chucky aimed to address?

Filipino moms were very busy and had less time to play with their children, often prioritizing practicality over brand loyalty due to lower-priced options.

What was the main goal of Nestlé Chucky's 'Play Together' campaign?

The campaign aimed to encourage moms to spend more quality time playing with their children and to remind them that their child's happiness should come first.

How did the 'Play Together' campaign celebrate moms?

The campaign highlighted moms as superheroes and imaginative co-adventurers in their children's lives, portraying them as capable of magic, bravery, and fun through a musical video.

What was unique about the content used in the campaign?

The campaign used a musical video that creatively combined storytelling, humor, and emotional appeal, making it highly shareable among moms and children.

How did audiences react to the 'Play Together' video?

The video quickly became the most watched and shared Chucky content ever, with both moms and kids actively singing along and engaging with the message.

What was the impact of the campaign on consumer perception?

Moms' trust in Nestlé Chucky was restored as they associated the brand with child happiness and quality bonding time rather than just affordability.

How did the campaign affect Nestlé Chucky's market performance?

From 2013 to 2015, Nestlé Chucky achieved growth 1.6 times faster than the total category, reversing previous declines and reaching 18% growth by 2015.

Why was the campaign considered emotionally effective?

It connected with the core value of family bonding, highlighting that moms' love and time invested in play are more important than price considerations, appealing directly to their emotions.

What role did social sharing play in the campaign's success?

Social sharing amplified the campaign's reach, turning it into a viral conversation and reinforcing the message that spending time playing with children is a badge of honor.

What key insight can marketers learn from the 'Play Together' campaign?

Marketers can see that combining emotional storytelling, cultural values, and interactive content can rebuild trust, increase engagement, and drive measurable growth in a competitive market.

How did the campaign balance product promotion with emotional messaging?

It emphasized child happiness and family bonding first, subtly linking these values to the Nestlé Chucky brand, making the product a part of meaningful family experiences rather than just a purchase.