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How Nestlé is Driving Growth Through a New Consumer Engagement Model
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Nestlé’s infant nutrition business in China was in crisis, losing half its market share in just three years. In the world’s leading infant nutrition market, the world leader in infant nutrition needed to reinvent itself.

The Imperative for Change

In the face of cultural and technological change, Nestlé Lab's top down, medical advice-driven model was rapidly losing traction with the consumer. The business struggled to respond, with both organizational and agency structures fragmented and siloed.

The Transformative Solution

The core of Nestlé Lab was a change from being medical advice-focused to creating a new, more responsive way of engaging moms. But it was more than just a change of strategy, Nestlé Lab needed a new way of working. Our brief was an end-to-end business transformation task to move from a traditional medically-focused model to a new digitally-enabled, mom-first model.

We worked across disciplines to deliver engaging campaigns, innovative partnerships and more relevant, always-on rich content for each channel, e-commerce and CRM.

From the outset, Nestlé Lab prioritized recruiting new category users, digital transformation and creative excellence. It has quickly grown to become a dedicated team of 40 specialists, creating a new collaborative capability to accelerate Nestlé’s digital transformation.

The Business Impact

Nestlé Lab has helped reinvent “Brand Building the Nestlé Way” for the digital world and create a new agile model for growth. See the growth for the first 12 months. 

growth in overall sales
growth in e-commerce sales
RMB on Singles Day e-commerce sales
The new engagement model has led to an improved brand image leading to increased brand equity.
Helen Merriott
Helen Merriott
Consumer Products Lead, EMEA/APAC