Nestle creates new digital marketing hub to build customer loyalty

Nestle advances its digital marketing and sample sending strategies and bets on technology and Business Intelligence to expand communication and engagement with the end consumer I Want Nestle, created in 2021, has just won a new version: from a single registration, the consumer now has access to all active promotional campaigns of the Company's brands, as a center of opportunities, with agility and customization. The goal is to reach 1 million people already in the first year of the new version of I Want Nestle.

The debut campaign is the corporate promotion “Nestle Faz BBBem”, announced on a national network within Big Brother Brazil 25. All work was developed in partnership with the company CI&T, a global specialist in technological transformation. The new version of the platform uses digital tools to customize and analyze data optimally. Technologies such as heat maps, real-time A/B tests and One Time Password (single-use password valid only for a login session) have also been implemented on the site, allowing Nestle to adapt its solutions to consumer preferences. 

In addition, with the application of new tools, activation of new consumers to know the site, high site responsiveness and the evolution of the hub itself, the platform has already achieved a three times increase in conversions in the current promotion than in previous campaigns in just two months, with growth in the volume of engagement. 

“The updated version of I Want Nestle’ optimizes the interaction of our consumers with brands, gives access to all active campaigns and allows simultaneous participation in various promotions in a practical way. The basis of all this is innovation, which is one of the pillars of Nestle and corresponds to one of our commitments to customers and consumers, linked to the quality of our products”, explains Daniela Marques, Consumer Engagement Executive at Nestle 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 teams of products and brands began to gain more independence in the process of creating new campaigns. The development time and publication of new actions was positively impacted and the process fell from up to 40 to just two days. 

Another advantage with the construction of the new hub was the reinforcement of data security and compliance of promotions to users and Nestle itself. With continuous monitoring and analysis, all consumer information is audited and validated, more quickly, according to the LGPD (General Data Protection Law). The new registrations are activated only via One Time Password, a random password automatically generated by the hub that authenticates consumer access, giving a higher level of protection during access and navigation, avoiding fraud.

“A Nestle, in partnership with CI&T, brings yet another example of how digital transformation can improve the consumer experience and optimize large-scale operations. This is an important milestone in the 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 towards the future of promotional campaigns, which should be increasingly guided by unified platforms and by AI”, and comments Rodrigo Gardelim, Senior Data & Analytics Manager at CI&T.

Samples and product reviews

The platform I Want Nestle it is already known to the final public for the delivery of free samples of different products of the Company. The channel plays a key 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 reason for the platform was free sending of samples, since 2021 when it was created, more than 900 thousand samples were sent, generating a purchase intention rate higher than 90%. “A platform allows users to respond to personalized surveys, creating a feedback loop that allows us to constantly adapt products and campaigns.We were able to map consumer interests and preferences, making the platform one of the three largest sources of qualified leads of the company in Brazil”, highlights Daniela Marquesin 2024, Nestle impacted more than 6 million people through organic reviews and disclosures by consumers who received product samples via the platform.

Nestle Promotion Faz BBBem

Nestle has taken its partnership with Big Brother Brazil 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 Nestle Faz BBBem . A campaign that promises to engage consumers outside the house. With the motto “You can become a millionaire as the winner of the” program, Nestle will raffle one car per week (VIP Award) and one cell phone per day (Gold Award), throughout the promotion, as well as a great final award of R$ 2 million.

The promotion takes place from january 15 to march 5, 2025. To participate just purchase participating Nestle products listed on the platform www.euqueronestle.co.uk and register the tax coupon directly in the channel of the Nestle Promotion Faz BBBem