Nestlé is advancing in its digital marketing strategies and sample distribution, investing in technology and Business Intelligence to expand communication and engagement with the end consumer. A platformI want Nestlé, created in 2021, just got a new version: from a single registration, the consumer gains access to all active promotional campaigns of the Company's brands, like a center of opportunities, with agility and personalization. The goal is to reach 1 million people in the first year of the new version ofI want Nestlé
The debut campaign is the corporate promotion "Nestlé Does BBBgood", announced on national television, inside Big Brother Brasil 25. All the work was developed in partnership with the company CI&T, global specialist in technological transformation. The new version of the platform uses digital tools to personalize and analyze data in an optimized way. Technologies like heat maps, testes A/B em tempo real e One Time Password (senha de uso único válida somente para uma sessão de login) também foram implementadas no site, allowing Nestlé to adapt its solutions to consumer preferences.
Furthermore, with the application of new tools, activation of new consumers to get to know the site, high responsiveness of the site and the evolution of the hub itself, the platform has already achieved a threefold increase in 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 the interaction of our consumers with the brands, gives access to all active campaigns and allows simultaneous participation in several promotions in a practical way. The basis of all this is innovation, it is one of the pillars of Nestlé and corresponds to one of our commitments to customers and consumers, linked to the quality of our products, explainDaniela 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 the operation of each promotion, the product and brand teams gained more independence in the process of creating new campaigns. The time for developing and publishing new actions was positively impacted and the process decreased from up to 40 to just two days.
Another advantage of building the new hub was the enhancement of data security and compliance of promotions for users and Nestlé itself. With continuous monitoring and analysis, all consumer information is audited and validated, with more agility, according to the LGPD (General Data Protection Law). New registrations are activated only via One Time Password, a randomly generated password automatically created by the hub that authenticates consumer access, providing a higher level of protection during access and browsing, avoiding frauds
“A Nestle, in partnership with CI&T, bring another example of how digital transformation can enhance consumer experience and optimize large-scale operations. This is an important milestone in the consumer experience, because this agility not only improves operational efficiency, but also provides faster and more convenient access to promotions. This innovation is a significant step towards the future of promotional campaigns, that should be increasingly guided by unified platforms and by AI, commentRodrigo Gardelim, Senior Data & Analytics Manager at CI&T.
Product samples and reviews
A platformI want Nestléit is already known to the end consumer through the delivery of free samples of different products from the Company. The channel plays a fundamental role in capturing primary information and insights for the development and improvement of other products. Only in 2023, the site received almost 1.200 unique users.
Considering that the platform's purpose was free sample shipping, since 2021 when it was created, more than 900 thousand samples were sent, generating a purchase intention rate of over 90%. The platform allows users to respond to customized surveys, creating a feedback loop that allows us to make constant adjustments to products and campaigns. We managed to map the interests and preferences of consumers, making the platform one of the three largest sources of qualified leads for the company in Brazil, highlightsDaniela Marques. In 2024, Nestlé has impacted more than 6 million people through reviews and organic promotions carried out by consumers who received product samples via the platform
Nestlé Makes BBBem 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 promotionNestlé Makes BBBem – a campaign that promises to engage consumers outside the home. With the slogan "You can become a millionaire like the winner of the show", Nestlé will raffle a car every week (VIP Prize) and a cell phone every day (Gold Prize), during the entire promotion, in addition to a grand final prize of R$ 2 million
The promotion takes place from January 15 to March 5, 2025. To participate, simply purchase participating Nestlé products listed on the platformwww.euqueronestle.com.brand register the receipt directly on the channelNestlé Makes BBBem Promotion
