Nestlé Purina's Embarks on a Personalization Journey with Jebbit

Overview

Nestlé, a global leader in nutrition, health, and wellness, faced the challenge of engaging a diverse consumer base with personalized experiences. To address this, Nestlé partnered with Jebbit, a premier platform for interactive content and first-party data collection, while also leveraging SAP’s powerful customer experience (CX) solutions. This collaboration marked the beginning of Nestlé’s transformative journey to deepen consumer connections and enhance engagement.

Nestlé Purina’s primary objectives were to:

• Unlock the value of first-party data: Personalize brand activities across digital channels to drive both online and offline sales using owned, paid, and earned media.
• Create a data ecosystem: Develop a connected network of products, services, and partners to support the entire consumer journey and bring brand purpose to life.
• Build scalable data enrichment and personalization: Launch initiatives to collect, enrich, and utilize first-party data, delivering personalized and seamless experiences.

Challenges 

Despite clear goals, Nestlé Purina faced several challenges:

• Identifying and segmenting a vast and varied consumer base.
• Integrating diverse data sources to form a cohesive understanding of consumer preferences.
• Scaling personalized experiences across multiple regions and brands.

Solution

Nestlé Purina leveraged Jebbit’s interactive content creation platform to capture key consumer insights and enrich the data stored in SAP. Specifically, Jebbit provided:

• Interactive Content Creation: Jebbit enabled Nestlé Purina to create engaging digital experiences such as quizzes, surveys, and lookbooks. These interactive tools collected valuable first-party data directly from consumers.
• High-Quality Lead Generation: Due to high engagement levels with the interactive content, Nestlé was able to capture high-quality leads with strong conversion potential.
• Customizable and Flexible Platform: Jebbit’s platform allowed Nestlé Purina to tailor content to specific needs and seamlessly integrate with various data sources, enhancing the personalization process.
• Data Collection and Analysis: The platform facilitated detailed consumer data collection, enabling Nestlé Purina to categorize leads, create user personas, and optimize marketing strategies.
• Integration with SAP: Jebbit’s integration with SAP CX solutions made the data actionable, supporting real-time personalized messaging, complex engagement programs, and unified omni-channel personalization.

Implementation and Results 

Nestlé Purina’s main goals with Jebbit were to improve customer acquisition and enrich their existing data in SAP. For customer acquisition, Nestlé aimed to engage new Purina audiences, understand their needs, and provide value, setting them up for a long-term relationship with the brand. To continuously add value for existing customers, they sought to deepen its understanding of customer needs and intent, segment audiences, and enrich profiles to deliver new and relevant experiences.

Implementing Jebbit across multiple touchpoints led to impressive outcomes:

• Data Enrichment: Through interactive experiences, Nestlé enriched consumer profiles by capturing detailed information such as pet type, breed, and age, crucial for delivering personalized content and offers. They also used data to segment audiences like Healthy Seeker, Puppy Lover, Allergic to their best Friends, and Natural Caregiver to further deliver the right experience throughout the journey. 
• High Engagement Rates: Nestlé’s interactive content achieved an 86% completion rate and a 65% lead capture rate, demonstrating Jebbit’s effectiveness in engaging users and collecting data.
• Cost-Effective Data Capture: The cost per lead (CPL) was significantly reduced to $0.30 USD, highlighting Jebbit’s efficiency in data collection.
• Consumer Insights: The enriched data provided Nestlé with deeper insights into consumer behaviors and preferences, enabling more targeted and effective marketing campaigns.

For a comprehensive solution to their challenges, Nestlé relies on SAP, Jebbit, and other data integrations. SAP houses PII data, Jebbit adds interests and insights for segmentation, and other tools augment that data with website and social behavior. Together, they build a robust first-party data asset that is used to both personalize experiences and deeply understand their consumers.

Future Strategy and Scale 

Looking ahead, Nestlé plans to scale its personalized experiences across more regions and brands by leveraging the combined power of Jebbit and SAP. This strategy includes:

• Regional Rollouts: Expanding the implementation of interactive content and data collection to new markets in LATAM and beyond.
• Enhanced Experience Types: Introducing new interactive content formats, such as product finders and gamified experiences, to engage consumers in innovative ways.
• Continued Data Enrichment: Further enriching consumer profiles and utilizing these insights to drive targeted marketing efforts.

By harnessing the power of interactive content and first-party data, Nestlé has significantly enhanced its understanding of consumer needs, delivered personalized experiences at scale, and achieved notable improvements in engagement and data collection efficiency. This collaboration serves as a compelling example of how innovative solutions can drive meaningful business outcomes in today’s competitive landscape.

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