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Business

Nestle Drives Top Of Mind Awareness And Consideration In Ramadan Through Snapchat

53%

of campaign overall Reach

9.4%

unique Reach across platforms

63%

share of uplift in Brand Imagery
The Story
Nestle partnered with Snapchat in Ramadan for one of its flagship brands Sweet Condensed Milk (SCM). The campaign goal was to improve awareness of the product in a cluttered period when all food brands are advertising and pushing their USP. Nestle SCM wanted to drive consideration and strengthen key perception points that will deliver value to customers. The campaign ran for about 6 weeks from March to April 2022 and was active across digital platforms. The main communication was delivered in multiple creatives showcasing different ways of using condensed milk in dishes and recipes.
The Solution
On Snapchat particularly, SCM had visually appealing images across creatives with a key emphasis on great fragrance & packaging, while showcasing different recipes through a multi-format approach on video. The reach was further expanded through a high impact burst at launch to break out of the clutter, using a Snapchat solution called “Platform Burst”.
The Results
Snapchat solutions’ in Ramadan succeeded to be the only platform to drive top of mind awareness and consideration. Snapchat drove 53% of the campaign’s overall reach and 9.4% unique reach across competitive platforms. Snapchat also drove 63% of the campaigns impact on brand imagery.
"To own the month of Ramadan, we launched a thematic campaign for Nestle sweetened condensed milk with an objective of highlighting Nestle SCM as your GO-TO versatile baking aid during this key season. Snapchat was the right partner for us as the majority of our business is in Saudi, this was reflected in the outstanding results on the platform."
- Hala El Zein, Brand Manager (Dairy culinary Solutions) at Nestle Middle East
 
 

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