CHALLENGE
PH Nestle’s attempts at collecting first party data through efforts like (owned e-commerce store) Good Food, Wyeth ParenTeam, and lead generation campaigns resulted in very limited success. Due to this, PH could not consolidate and integrate efforts on a global level due to the gap in quality 1PD that was collected.
ANALYSIS
Previous platforms the brand created were not always easily accessible by most shoppers.
With the pandemic accelerating digital in the country, there was an opportunity to create a unique solution within high-penetration platforms, such as Messenger, to ensure ease of use and access among consumers.
SOLUTION
Barangay Nestle Rewards was created to streamline first-party data collection, while being able to build personalized relationships with Nestle shoppers through their offline purchases.
Backed by Meta and USCAN, the rewards program was housed within Messenger (73% of Filipinos use Messenger at least once a day), which allowed users to easily access the program through a platform that was already familiar to them.
