Summary
Ask Nestlé - India's first corporate service brand that simplifies nutrition for all.
Challenge
In the wake of the pandemic, a paradigm shift in dietary preferences occurred, transcending age boundaries. Beyond focusing solely on children, the quest for a healthier lifestyle became a universal pursuit. Motivated by the imperative to shield themselves and their families, individuals embarked on a journey to comprehend immunity intricacies, seeking sustainable health strategies. Post-pandemic, there emerged a noteworthy surge in the online demand for information related to immunity. Driven by a collective desire for long-term health protection, people turned to the Internet to access valuable insights and guidance. This shift highlighted a broader societal awareness and a shared commitment to fortifying overall well-being. The increased emphasis on immunity underscores a fundamental lifestyle evolution, marking a pivotal moment where health-conscious choices became a paramount consideration for individuals of all ages. Hence, Ask Nestlé has now expanded to cater to everyone under the age of 50.
Objective
Launched in 2019, Ask Nestlé initially addressed mothers' nutritional queries for children aged 2 to 12, showcasing Nestlé's commitment to personalized health solutions. In 2022, the platform evolved, expanding its reach to encompass individuals from ages 2 to 50. This transformative initiative embodies Nestlé's dedication to fostering healthier lifestyles through technology-driven solutions. The platform not only addresses individual nutrition-centric needs but also provides personalized solutions like a nutrition guide. The strategic expansion of "Ask Nestlé" reflects Nestlé's foresight and commitment to health, making it a leader in the realm of health & wellness.
Strategy
Post-pandemic 55% of the platform's traffic were young adults. Hence, there was a need for a platform that provided personalised nutritional guidance not just for kids but for adults too. With a fresh user interface, Ask Nestlé now expanded to cater to everyone from the age of 2-50 years with features like growth tracker, customised meal plans, magic meal finder, food diary and Immuno scale. Not just that, the platform penetrated deeper into the regional market by introducing Hindi language. It also provided personalised guidance through WhatsApp and an even greater support through the Ask Nestlé community.
Data
Ask Nestlé has constantly evolved with the changing needs of its audience. From upgrading the platform's interface to offering a better, wholesome and connected experience though personalised content, the platform has done it all. With over 4500+ recipes and about 500 articles, Ask Nestlé has also penetrated deeper into the market by introducing Hindi language and catering to specific needs of the audience. Not just that, Ask Nestlé used WhatsApp as a medium for constant and contextual communication by offering daily tips, busting myths, sharing facts, recipes and a lot more. The platform has been able to create a community of wellness enthusiasts across the country that not only stays updated but stays connected through Ask Nestlé.
Solution
Results
• Registrations on the platform increased by 851% • Visits increased from 3.4 billion to 11.6 billion. • Repeat visitors increased by 216%. • Branded articles and healthy recipes found a 400% growth in readership. • 246% increase in social media engagement.
