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.
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.
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.
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:
"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