OVERVIEW

Nestlé is one of the world's largest food and beverage companies. It is known for its diverse product portfolio, which caters to consumers globally. The company’s renowned brand, Maggi, has been a household favorite for decades, offering various instant noodles, soups, and seasonings. Nestlé Bangladesh sought to engage its audience with a targeted campaign that raised awareness of Maggi's winter soup variants and drove conversions through a data-driven, highly personalized approach.

CHALLENGE

Nestlé wanted to increase engagement and awareness for its Maggi Soup range during the winter season. To this end, it promoted three flavors: Corn with Chicken, Winter Vegetable, and Thai. The main challenge was to create a campaign that effectively reached the right audience, generated high visibility, and maximized interaction with the three distinct soup flavors.

Nestlé’s goals included:

Awareness

Collecting audience data (Device ID) and showing them their preferred soup flavors.

SOLUTION

Adfinix, known for its data-driven advertising strategies, and Wavemaker Bangladesh, the Media Agency of Nestlé Bangladesh, designed a two-step campaign that capitalized on rich media and precise audience targeting to achieve Nestlé’s objectives.

STEP 1:

Awareness Campaign with Rich Media Adfinix, In collaboration with Wavemaker, Adfinix, launched the campaign's first phase using floating rich media ads showcasing the three flavors of Maggi Soup. The creative elements were designed to capture attention and allow users to interact directly with the ad, choosing their preferred flavor. These floating rich media ads were run through top local news portals to grab maximum attention. The key aim was to generate as many impressions and clicks as possible while gathering data on user preferences.

STEP 2:

Targeted Follow-Up Campaign The second phase focused on retargeting the users who interacted with the first campaign. Based on their flavor choices (Corn with Chicken, Winter Vege-table, or Thai), Adfinix utilized the collected unique device IDs to target individuals with tailored messaging in the follow-up campaign. This ensured that each person was presented with the specific soup variant they had shown interest in, increasing the chances of conversion.

Execution

Phase 1: Floating Rich Media Campaign

Ad Format:

Floating rich media units featuring the three soup favors (Corn with Chicken, Winter Vege-table, and Thai) with interactive elements.

Objective:

Raise awareness, drive engagement, and collect unique device IDs for retargeting.

The campaign collect 2,289 unique device IDs for Corn with Chicken Soup, 1,742 unique device IDs for Winter Vegetable Soup and 1,416 unique device IDs for the Thai Soup. It generated 4.9 M impressions with a viewability of 98.68%. It also generated 6,408 clicks with a CTR of 0.13%.

Phase 2: Targeted Retargeting Campaign

Using the data collected from Phase 1, Adfinix created a targeted campaign to engage users based on the soup flavor they interacted with. Each user was presented with an ad showcasing the specific flavor they showed interest in, enhancing relevance and increasing the chances of conversion.

Key Insights

Data-Driven Targeting: The use of device IDs to retarget users based on their interactions in the first phase led to higher engagement in the second phase.Personalization: Presenting users with content that directly aligned with their interests (based on the flavor they interacted with) drove better performance metrics, particularly in CTR.

Creative Formats :

The floating rich media format used in the first phase achieved an exceptionally high viewability rate, indicating the effectiveness of interactive ad formats in capturing user attention.

Flavor-Specific Engagement :

The difference in CTR across flavors showed that the Winter Vegetable and Thai soups resonated more with the audience, providing valuable insights for future campaigns.