Summary
Ask Nestlé - India's first corporate service brand that simplifies nutrition for all.
Challenge
Post-pandemic, a noteworthy surge in the online demand for information related to immunity emerged. 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. Hence, one of the primary objectives of Ask Nestlé was to become a nutrition guide for everyone under 50 and to target audiences beyond the metro cities. Language, however, remained one of the barriers to penetrating deeper into regional audiences.
Objective
In 2022, Ask Nestlé underwent a transformative expansion, incorporating data-driven insights to cater comprehensively to individuals aged 2 to 50. This happened due to a major shift in data trends, observed during the pandemic. While the platform began with an intent to help mothers with their kids' nutrition-related needs, 55% of the traffic post-pandemic was young adults. Hence, there was a need to fill this gap.
Strategy
With a fresh user interface, Ask Nestlé has now expanded to cater to everyone aged 2-50 years with features like a growth tracker, customized meal plans, magic meal finder, food diary, and Immuno scale. Not just that, the platform penetrated deeper into the regional market by introducing the Hindi language. It also provided personalized guidance through WhatsApp and 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. • 20% of the traffic explored the platform in Hindi.
