Nestlé Pure Life #momswisdom Influencer Storytelling
Influencer MarketingLinqia ran a #momswisdom influencer storytelling program for Nestlé Pure Life Purified Water that the agency reports generated 22M potential impressions across social channels.
About the campaign
Nestlé Pure Life Purified Water worked with Linqia and its influencers on #momswisdom stories that generated 22M potential impressions. The brand wanted to build awareness through wisdom stories from everyday mothers, grandmothers and great-grandmothers. It sought individuals who would share how those pieces of wisdom guided them and their families.
The agency connected the brand with influencers who ran active, thriving interest communities across social channels. They posted on blogs, Facebook, Pinterest, Instagram, Twitter, Tumblr and Google+, telling 'Mom knows best' stories. Each influencer invited followers to visit the Nestlé Pure Life Facebook page and share their own stories of wisdom.
The agency reports that original influencer content featuring the water generated 22M potential impressions. A total of 50,179 people visited the brand's Facebook page to share their stories of wisdom. The brand received over 7,500 social endorsements as a result of the program.
Case in 60 seconds
Nestlé Pure Life Purified Water wanted to build awareness through wisdom stories from everyday mothers, grandmothers and great-grandmothers, so it needed individuals willing to share how those pieces of wisdom had guided them and their families over the years.
People talk about a mother's advice more readily once someone they follow has told a family story first, because a personal account gives the audience both permission and a template for adding their own.
Bottled water became the occasion for an exchange of family wisdom, with influencers telling 'Mom knows best' stories under #momswisdom and then inviting their audiences to add stories about the mothers and mother figures who shaped them.
Linqia matched Nestlé with influencers who ran active interest communities on blogs, Facebook, Pinterest, Instagram, Twitter, Tumblr and Google+, and each shared #momswisdom stories before directing followers to the Nestlé Pure Life Facebook page to post theirs.
Linqia reports 22M potential impressions from influencer content featuring the water, while 50,179 people visited the Nestlé Pure Life Facebook page to share their stories and the brand received over 7,500 social endorsements.
Strategy Breakdown
Creative & Execution System
Assets & channels
- X (Twitter)
- Other
Partners
- Linqia
Participation mechanic
- After influencers shared their #momswisdom stories, audiences visited the Nestlé Pure Life Facebook page to post their own stories of how mothers and mother figures inspired them, built their confidence and taught them about staying healthy and hydrated.
Results & Evidence
| Metric | Value |
|---|---|
| Potential Impressions | 22M potential impressions |
| Facebook Page Visits | 50.2K people |
| Social Endorsements | over 7,500+ social endorsements |
Why Linqia's strategy worked
- 1
A story prompt built around a named family figure lowers the effort of contributing, because nearly anyone can recall a piece of advice from a mother or grandmother without needing a view on the product.
- 2
Sending creator audiences to one brand-owned destination, in this case the Facebook page, turns scattered posts into a single countable participation figure that the brand can report on directly.
- 3
Creator stories that a brand manager plans to repost on owned social channels do double duty, serving first as influencer content and then as a stock of material for the brand's own feeds.
Results
3M+
Views
43K+
Engagement
34K
Brand social followers
Results
1.7M
Engagements
41.1M
Impressions
145%
Assets delivered
