Develop FPD Engine – The South Africa Way
What I Heard (WIH) Series - Nestlevel 2022
Last week Outside In re-initiated its coverage on the Nestle Future-forward Digital Initiatives, compiled with the help of Nestle’s marquee event Nestlevel 2022. You can check the start of the series here at:
As a 6th part of the series, we looked at Maggi’s Digital Consumer connect in the Philippines Market here at:
As a conclusion in that post, we noted that Nestle Philippines was now going to focused on cultivating First Party Data (FPD) of its own, enabling its ‘Personalization at Scale’ in all Marketing and Customer Experience initiatives. How does one go about doing this? The ‘direction’ literally came from one of Nestlevel 2022’s own session – a detailed coverage by the South Africa market about how they are going about it. Let’s dig into the story ourselves and find out more…
Journey towards Building their Own Data Engine
A) Priorities
(Visualize) Data as a Growth Engine
Accelerate Commerce
Drive Impactful Content
Accelerate Capability Building
B) Deploy Data Quality Framework
Data Governance is the New Cool
The Data Quality Framework was set in action, with a seamless Operating Model:
B) Collection System of ‘Smart Data’ for Category and Consumer Insights
C) What Was Done – Illustration 1 – NanKid/NIDO Promotion
Challenges: Barrier to Purchase (Reason to Buy/RTB), Low User-generated Content, Low FPD Collection
1) Value Exchange
Customer Value Exchange was delivered in the form of ‘Share Feedback for Vouchers’ on Facebook
2) Display Banner Ads, on leading Portals and Marketplaces
3) Results
Improvement in all KPIs:
Page Views – 213%
First Party Data Registrations – 86%
Sessions – 171%
Ratings and Reviews – 143%
D) What Was Done – Illustration 2 – Belly Besties Program, as part of Nestle ‘Healthier for Kids’ Pitch Nestle for Healthier Kids and Hoorah Group conceptualized and produced a Digital Experience that would instill tangible behaviour change in kids, resulting in Healthier Habits
They set the wheels in motion by examining the digital tendencies of Nestle’s target audience: Children in the 6-12 age range. Through this data-driven deep dive, they emerged with the concept of Belly Besties, an educational game that used fun and engaging ways to encourage kids to make healthier choices. They designed a fantasy world and built a range of 3D animated characters for the kids to take care of by teaching them the difference between healthy and unhealthy foods, encouraging exercise, taking time-out, and drinking water regularly. It was a recipe for success
Check the Case Study and the detailed Video here at: https://hoorahgroup.com/project/nestle-belly-besties-mobile-game/
Results
Reach – 1.2 Million
Impressions – 7.2 Million
CTR – 1.2%
Engagements – 642K – This is the potential FPD Pool Nestle via this Program
In Conclusion
What is next for Nestle South Africa?
OOH QR Acquisition
CRM Program
Mobile-savvy Website
Standardized Omnichannel Journeys – including Whatsapp as a Channel
What is next for Belly Besties Program?
Rewards Program, in sync with Healthcare Providers
Wearable Technology for Kids
In-game Videos and Mini-games for Educational Experiences
References & Sources:
1) My Notes from the Nestle Nestlevel 2022 Event: https://nestlevel.vfairs.com/en/#agenda
2) Nestle Belly Besties Program/Mobile Game: https://hoorahgroup.com/project/nestle-belly-besties-mobile-game/