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How Nestlé is Driving Growth Through a New Consumer Engagement Model
Ecommerce sales rise 70% in the first year
Nestlé’s infant nutrition business in China was in crisis, losing half its market share in just three years. In the world’s leading infant nutrition market, the world leader in infant nutrition needed to reinvent itself.
The imperative for change
In the face of cultural and technological change, Nestlé Lab's top down, medical advice-driven model was rapidly losing traction with the consumer. The business struggled to respond, with both organizational and agency structures fragmented and siloed.
The transformative solution
The core of Nestlé Lab was a change from being medical advice-focused to creating a new, more responsive way of engaging moms. But it was more than just a change of strategy, Nestlé Lab needed a new way of working. Our brief was an end-to-end business transformation task to move from a traditional medically-focused model to a new digitally-enabled, mom-first model.
We worked across disciplines to deliver engaging campaigns, innovative partnerships and more relevant, always-on rich content for each channel, ecommerce and CRM.
From the outset, Nestlé Lab prioritized recruiting new category users, digital transformation and creative excellence. It has quickly grown to become a dedicated team of 40 specialists, creating a new collaborative capability to accelerate Nestlé’s digital transformation.
How Nestlé reinvented itself in China, the largest infant nutrition market in the world.
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