Summary
Ask Nestlé - India's first corporate service brand that simplifies nutrition for all.
Challenge
While the platform began as a medium to help moms with their kids' nutrition, post-pandemic 55% of the traffic were young adults. Hence, there was a need for a platform that bridged this gap and 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.
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
Post-pandemic, there was an increase 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. Hence, one of the primary objectives of Ask Nestlé was to become a nutrition guide for everyone under the age of 50 and to target audiences beyond the metro cities. Language, however, remained one of the barriers to penetrating deeper into regional audiences.
Data
Post-pandemic 55% of the platform's traffic were young adults. Hence, there was a need for a platform that provided personalized nutritional guidance not just for kids but for adults too.
Solution
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.
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.
