How Nestlé Middle East Increased Brand Awareness During Ramadan Using Chatbot Messenger | Facebook
It is ideal for food or beverage companies to raise awareness or to increase their sales during the Holy Month Ramadan in the Middle East; because it is the month of gatherings of family and friends.
One of the leading companies of food and beverage Nestlé which was founded in 1866 in Switzerland and managed to include more than 2,000 brands, ranging from global icons to local favorites.
In the Middle East, we can see a lot of its famous brands such as KitKat, Nespresso, Maggi, and Nestlé Dolce Gusto.
Let’s explore how Nestlé Middle East increase brand awareness in the Region by creating a bot for Messenger that kept its brands at the top of people’s minds during Ramadan and resulted in people spending 2.9X more time on its Nestlé website compared to other previous campaigns.
PROBLEM
The food and beverage company; Nestlé decided that it wants to raise its brand awareness during the Holy Month Ramadan and keeping the food and beverage company at the top of people's minds during this month with its many famous brands.
On the other hand, it also wanted to gain insights about the people it was reaching.
SOLUTION
A Nestlé Chatbot With All the Answers
They decided to go with the chatbot solution and create an informative bot messenger to help people with their needs during the Holy Month Ramadan because 83% of people in the region celebrate Ramadan which allows the campaign to spread widely.
How Does It Work?
- The chatbot helps people by suggesting helpful products and supplying useful information.
- This way the chatbot could keep Nestlé and its famous brands in people's day-to-day conversations.
- Nestlé partnered up with its media agency Zenith MENA and the bot development agency Chatlab to create and launch a bilingual bot that communicates in both languages English or Arabic.
- The chatbot could easily suggest ideas and products because of Nestlé's famous portfolio that includes brands across all consumer groups; an example on that if it is asked about what to prepare for Suhoor - the morning meal- or snacks, it could direct people to its different brands like Maggi or Nestlé Sweetened Condensed Milk.
- Not only that but also people could subscribe to get the daily food notifications which are useful, note that the food conversations increase by 25% during the Holy Month.
- Additionally, the chatbot also captured basic first-party data and that allowed Nestlé to better reach its consumers in the upcoming campaigns.
- People could easily share customized greeting cards with their friends as the chatbot was well-equipped to make gift suggestions from Nespresso and Nestlé Dolce Gusto and that was when Nestlé found out that the online sales increase by 35% during Ramadan.
RESULT
It was such a successful campaign by Nestlé that managed to raise brand awareness about its brands and to engage with people with the informative chatbot from May 15- June 5, 2019, the campaign was successful and managed to achieve the following results:
- 30% of people who interacted with the chatbot subscribed to the recipe section.
- 2.9X increase in time spends on the Nestlé website compared to traffic from usual Facebook campaigns.
- 35% of people interacted with the chatbot for more than one session.
"Using Messenger provided Nestlé Middle East with new interactive ways of building the organization’s data-driven marketing mindset. The Ramadan bot allowed Nestlé to deliver branded content to consumers in a personalized manner, resulting in people interacting with our business via an authentic and relevant content experience." Naji Ghaziri, Digital Marketing Manager, Nestlé Middle East
