Nestlé advances in its digital marketing strategies and sample distribution, betting on technology and Business Intelligence to expand communication and engagement with end consumers. The platform I Want Nestlé, created in 2021, has just received a new version: with a single registration, consumers now have access to all active promotional campaigns from the Company’s brands, like a hub of opportunities, with agility and personalization. The goal is to reach 1 million people already in the first year of the new version of I Want Nestlé.
The debut campaign is the corporate promotion “Nestlé Does BBB Good,” announced nationally during Big Brother Brasil 25. All work was developed in partnership with CI&T, a global expert in technological transformation. The new version of the platform uses digital tools to personalize and analyze data more efficiently. Technologies like heat maps, real-time A/B testing, and One Time Password (a single-use password valid only for one login session) were also implemented on the site, allowing Nestlé to adapt its solutions to consumer preferences.
Moreover, with the application of new tools, activation of new consumers to explore the site, high site responsiveness, and the evolution of the hub itself, the platform has already achieved three times more conversions in the current promotion compared to previous campaigns in just two months, with growth in engagement volume.
“The updated version of ‘I Want Nestlé’ optimizes our consumers’ interaction with the brands, provides access to all active campaigns, and allows simultaneous participation in multiple promotions conveniently. The foundation of all this is innovation, which is one of Nestlé’s pillars and aligns with our commitments to customers and consumers, linked to the quality of our products,”, explains Daniela Marques, Consumer Engagement Executive at Nestlé Brazil.
The platform also offers solutions in terms of operational efficiency. With the incorporation of a centralized system for managing each promotion, product and brand teams have gained more independence in the process of creating new campaigns. The development and publication time for new actions has been positively impacted, reducing from up to 40 days to just two days.
Another advantage of building the new hub was the reinforcement of data security and compliance for users and Nestlé itself. With continuous monitoring and analysis, all consumer information is audited and validated more swiftly, in accordance with the LGPD (General Data Protection Law). New registrations are activated only via One Time Password, a randomly generated password by the hub that authenticates consumer access, providing a higher level of protection during access and navigation, preventing fraud.
“ Nestlé, in partnership with CI&T, brings another example of how digital transformation can improve consumer experience and optimize large-scale operations. This is a significant milestone in consumer experience, as this agility not only improves operational efficiency but also provides faster and more convenient access to promotions. This innovation is a significant step toward the future of promotional campaigns, which should increasingly be guided by unified platforms and AI,” comments Rodrigo Gardelim, Senior Data & Analytics Manager at CI&T.
Product samples and reviews
The platform I Want Nestlé is already known to the public for delivering free samples of various Company products. The channel plays a key role in gathering primary information and insights for the development and improvement of other products. In 2023 alone, the site received nearly 1,200 unique users.
Considering that the platform’s purpose was free sample distribution since its creation in 2021, over 900,000 samples have been sent, generating a purchase intent rate exceeding 90%. “The platform allows users to respond to personalized surveys, creating a feedback loop that enables us to make constant adaptations to products and campaigns. We can map consumer interests and preferences, making the platform one of the top three sources of qualified leads for the company in Brazil”, highlights Daniela Marques. In 2024, Nestlé reached over 6 million people through reviews and organic promotions conducted by consumers who received product samples via the platform.
Nestlé Does BBB Good Promotion
Nestlé has elevated its partnership with Big Brother Brasil to a new level in 2025. As one of the main sponsors of this year’s edition of the reality show, the brand presents the promotion Nestlé Does BBB Good – a campaign that promises to engage consumers outside the house. With the slogan “You can become a millionaire like the show’s winner,” Nestlé will raffle a car weekly (VIP Prize) and a phone daily (Gold Prize) throughout the promotion, in addition to a grand final prize of R$ 2 million.
The promotion runs from January 15 to March 5, 2025. To participate, simply purchase participating Nestlé products listed on the platform www.euqueronestle.com.br and register the receipt directly on the Nestlé Does BBB Good Promotion
