Maggi Digital Consumer Connect – The Philippines Way
What I Heard (WIH) Series - Nestlevel 2022
Late last year Outside In initiated a deep coverage on the Nestle Future-forward Digital here at:
This was followed by 4 more posts in sequence detailing Nestle’s initiatives in developing Next-generation Future Factory, Logistics, E-Commerce and Integrated IT & Marketing Model. You can grab those posts here at:
Future Factory:
Future-ready Logistics:
Future of E-Commerce:
Integrated IT and Marketing – The Philippines NBS Way:
Following the above 5th post in the ‘Nestlevel 2022’ series, I had promised you that we will be taking a break from the series for a few weeks at least – yet highlighting that there is still a ton of stuff to go through on Nestle. And, that we will come back to series later in 2023 sometime…
So, I am re-initiating the series again now, before this stuff starts getting outdated and jaded… Hoping you will enjoy it as much as you did the ones last year… Grab your coffee… for the 6th Post in the Nestlevel 2022 Series…
Extending Insights from the Philippines market, this time we start with everyone’s favourite snacking brand – Maggi. Let’s see what Nestle is doing to strengthen its Digital Customer Connect… Outside In…
Consumer Philosophy
Simply Good – Maggi exists to help people cook the fresh food they love and believe in everyday
Consumer Ask
What do I cook today? – How do I prepare my food? Where do I connect with other foodies?
Philippines Digital Consumer
82% are Online – 84 million on Facebook, 56 million on YouTube, 55 million on Facebook messenger, 36 million on TikTok
Time spent on the Internet: 10.5 Hours
Google: 33 million Recipe Searches
YouTube: 25 million Recipe Searches and Views
TikTok: 4 billion views on Recipe Content
Strategy to strengthen Consumer Connection
Digital Acceleration – Business strategies – with Consumer at Heart, People as Foundation and Technology as Enabler
Digital Ecosystem
Use Cases & Solutions for Plan, Shop, Use, Share – with enablers of Culture, Capability & Commitment
A) Plan – Inspire through Recipes and Tips
Always On – Relevant Content, Maggi Assets – The Cooking Ally
B) Shop – Drive Conversion Online/Offline
Shoppable Recipes, Deals with eRetailers
C) Use – Encourage Usage through Knowledge & Upskilling Guides
Knowledge & Skills Building Services: Tita Maggi Chatbot, Maggi Website, Online Cooking & Nutrition Education, Tips and Hacks, Recipe Videos, Student Education, Recipe Books, Cooking Demo
D) Share – Drive Conversations through Engagement & Value Exchanges
Influencer Amplification, Press Releases, Partnerships
Outcomes
2022 Simply Good Food Honors – Digital Ecosystem
2021 Nestle Best in Digital Marketing Award for Nestle Philippines
2020 Finalist Facebook Creative Awards
Dominant Digital Share of Voice vs. Competitors
Highest Market Share
Increase in Brand and Power Attributes
Takeaways
As foodies they strive to be:
The Sharpest Knife – Customer Centricity
The Taste Adventurer – Experimentation & Agility
The Strongest Fire – Pioneer and Lead to Win
In Conclusion
What is next for Nestle Philippines?
Build and Activate First Party Data
Personalization at Scale
Win in e-Commerce
StrongER Consumer Connection
References & Sources:
1) My Notes from the Nestle Nestlevel 2022 Event: https://nestlevel.vfairs.com/en/#agenda