Malaysian Media Awards Winners Showcase





2015 | |

NESTLE rallies the entire nation to pledge for a healthier lifestyle!

Advertiser: Nestle
Brand: Nestle Corporate
Creative Agency: -
Credits: -

4 copy

The Challenge
Nestle, being the market leader promoting Nutrition, Health & Wellness, had to pioneer in getting Malaysians to lead healthier lifestyle ensuring association of ‘healthy and nutritional’ food with its range of brands.

Insight, Strategy and the Idea
Everyone ‘Likes’ to be healthy but perception barrier exists that healthy lifestyle is expensive and difficult to maintain in a long run; especially with the economic situation in Malaysia, it was detrimental to the consumers’ pockets. Hence we launched the ‘Promosi Lebih Kebaikan & Nilai’ proposition with two tasks: 1. PLEDGE HEALTHY : Get Malaysians to declare their #JanjiSihat(#HealthPledge). 2. BE HEALTHY : Encourage healthy lifestyle by extending value and saving on Nestle product purchases via Search to reach audience. We decided to reach consumers searching online and garner healthy sentiments on Nestle’s corporate website to showcasing Malaysians in real-time that they aren’t alone.

Media Execution
A performance driven campaign was generated to drive awareness and generate leads by combining Google Search, Facebook and YouTube. Campaign was optimized and adapted based on the day-to-day results. Different ad messaging: family focus vs travel focus; landing pages and USP were tested. Budget was flexible with focus on maximizing conversions. Hourly basis monitoring allowed us to spot the trend of having higher conversion starting from the night of Friday to Sunday. Performance media worked hand- in-hand with offline media – linking specific product promotion of the day to purchase intent of consumers – prompting to submit receipt of purchase. This was done through keyword-selection and adcopies- crafting.

Results and Effectiveness
2 million #JanjiSihat pledges received – doubled of client’s target! Our campaign cost efficiently reached to 7.6 million Malaysians internet population. Website received 70% new visits and overall improvements on Bounce Rate and Time Spent. Within a short period of 1 month, sales have increased by 9%. Nestle successfully boosted Malaysians to be committed to be healthy!