AWARD CATEGORY: Internet-based Loyalty Marketing (Tie First Place)
CAMPAIGN: Nestlé Very Best Kids
AGENCY: Ryan iDirect
CLIENT: Nestlé
It’s a sign of the times. Ryan iDirect was tasked with cutting the budget by 20% while increasing membership in the Nestlé Very Best Kids program by 5%. And there was more. Coupon redemption needed to improve by 10% and cross brand exposure by 2%, all in 12 months.
The loyalty program, now in its fifth year, was created to support some of Nestlés most coveted customers: moms with children ages two to 12 who are known buyers of Nestlé products.
The agency took the “overhaul” route, redesigning all of the program elements—Web site, magazine, e-mails and direct mail—to be more engaging and easy to use. Lower performing moms were migrated from the “Very Best Kids” magazine to the online program.
Extensive barter partnerships were set up with partners like American Girl and Epson E. in a number of co-branded marketing efforts in store, online, via e-mail campaigns and at events that included sampling and a sweepstakes. For example, Nestlé had in-store signage at American Girl events and the brand was included in an American Girl e-mail blast to announce “Dinner and a Movie” events. Nestlé messaging was also included on the “Kit Kittredge: An American Girl” movie promotional Web page with a link to enter the Very Best Kids program.
All the hard work paid off. Coupon redemption from the Web site increased 320% and 51% from coupons distributed through both the magazine and e-mails, which doubled the click rate. It also increased online membership by 10%, beating the 5% goal. And through the partnership program, Nestlé increased cross brand exposure by 50%.
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