Nestle Maggi Boosts Awareness, Consideration And Sales Of Its New Product "Maggi Liquid Bouillon"
of campaign overall Reach driven by Snapchat
share of the uplift in Brand Imagery driven by Snapchat
share of the uplift in Sales driven by Snapchat
$4.8 ROI ($5.9 ROI on the Lens)
Nestle Maggi partnered with Snapchat for the launch of “Maggi Liquid Bouillon”, with the goal of generating awareness, building consideration and driving sales for the new product. The campaign was active for a duration of 9 weeks across several digital platforms and the messaging was delivered via multiple creatives with a clear call to action.
On Snapchat, Maggi leveraged a multi-format approach by combining the power of AR lens with content formats like Stories, Snap ads and Commercials. Via this strategic approach, they were able to clearly display the product’s USPs through the medium of visually appealing and tantalizing recipes. This was partnered with a high impact solution like platform burst to drive mass awareness and reach amongst the key target segment.
The campaign with its powerful blend of multi-format approach and engaging creatives, was able to drive impact and uplifts across the funnel. Snapchat inparticular was successful in driving the highest reach of 54% amongst the target audience and was the sole contributor to the uplift in spontaneous awareness. Additionally, Snapchat had a strong impact on mid and lower funnel metrics by being the primary contributor to the uplift in consideration especially and lastly, being the biggest media contributor of sales by driving 82% of the overall uplift in sales.
"With Snapchats’s blend of multi-format approach and engaging creatives, we were able to drive impact and uplifts across the funnel. It was snapchat uniqueness that drove results"
- Maiada El Shahawy - Senior E-Business Lead – Food Nestle MENA at Nestle Middle East