Nestlé advances 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, has just received a new version: from a single registration, the consumer gains access to all active promotional campaigns of the Company's brands, like a central hub 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 Faz BBBem," announced nationwide during Big Brother Brasil 25. All the work was developed in partnership with CI&T, a global specialist in technological transformation. The new version of the platform uses digital tools to customize and analyze data in an optimized way. Technologies such as heat maps, real-time A/B testing, and One Time Password (single-use password valid only for a login session) were also implemented on the website, allowing Nestlé to tailor its solutions to consumer preferences.
Furthermore, with the implementation 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 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 'Eu Quero Nestlé' optimizes our consumers' interaction with the brands, provides access to all active campaigns, and allows simultaneous participation in multiple promotions conveniently. At the core of all this is innovation, which is one of Nestlé's pillars and corresponds to one of our commitments to customers and consumers, linked to the quality of our products., explainsDaniela 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 each promotion's operation, the product and brand teams gained more independence in the process of creating new campaigns. The development and publication time for new actions was positively impacted, reducing the process from up to 40 days to just two days.
Another advantage of building the new hub was the reinforcement of data security and compliance of promotions for users and Nestlé itself. With continuous monitoring and analysis, all consumer information is audited and validated more quickly, in accordance with LGPD (General Data Protection Law). New registrations are activated only via One Time Password, a randomly generated password by the hub that authenticates the user's access, providing a higher level of protection during access and browsing, preventing fraud.
“A Nestlé, in partnership with CI&T, brings another example of how digital transformation can improve the consumer experience and optimize large-scale operations. This is an important milestone in the customer 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 towards the future of promotional campaigns, which should be increasingly guided by unified platforms and AI.commentRodrigo Gardelim, Senior Data and Analytics Manager at CI&T.
Product samples and reviews
A platformI want NestléIt is already known to the end audience through the distribution of free samples of various Company products. The channel plays a fundamental role in capturing 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 shipping, since its creation in 2021, over 900,000 samples have been sent, resulting in a purchase intention rate of over 90%.“The platform allows users to respond to personalized surveys, creating a feedback loop that allows us to constantly adapt our products and campaigns. We are able to map consumer interests and preferences, making the platform one of the company’s three largest sources of qualified leads in Brazil.”, highlightsDaniela Marques. In 2024, Nestlé impacted more than 6 million people through reviews and organic promotions carried out by consumers themselves who received product samples via the platform.
Nestlé Makes BBBem Promotion
Nestlé elevated its partnership with Big Brother Brasil to a new level in 2025. As one of the main sponsors of this year's reality show edition, 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 program winner," Nestlé will raffle off one car per week (VIP Prize) and one cell phone per day (Gold Prize) throughout the entire 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 platformwww.euqueronestle.com.brand register the receipt directly on the channelNestlé Makes BBBem Promotion
