The INDUSTRY
ABOUT NESTLÉ
Nestlé is the world’s largest food and beverage company, present in 186 countries worldwide. Since its start in 1866, the company’s portfolio has grown to include more than 2,000 brands that range from global icons to local favorites. Today, Nestlé’s offering covers almost every food and beverage category, with products and services for all stages of life and every moment of the day.
The Challenge
FRAGMENTED IDENTIFICATION AND INACCURATE TARGETING
In the Consumer Packaged Goods (CPG) space, the race is on to build direct relationships with customers.
In this arena, Nestlé had three challenges:
- Recognising the ‘unknown’ visitors to its website who didn’t authenticate
- A means of accurate targeting to ensure acquisition while ensuring high ROAS
- A reliable way to scale their its audience
The Solution
REFINING AUDIENCE TARGETING THROUGH IDENTITY RESOLUTION
As the only CDP with Third Party Identity Resolution software to identify unauthenticated visitors, Nestlé partnered with Zeotap to leverage identity resolution capabilities with the highest possible match rate.
To increase ROAS, the brand was also able to leverage Zeotap to create deterministic lookalikes of its customers, creating an accurate new target audience for acquisition.
To scale addressability, Nestlé was able to tap into Zeotap’s Enterprise Data to create high-quality segments that increased its target audience scale while increasing campaign effectiveness.
THE RESULTS
RELIABLE RELATIONSHIPS WITH CUSTOMERS NEW AND EXISTING
By leveraging deterministic lookalike audiences, building high-quality audience segments and engaging dormant and prospective customers alike, Nestlé achieved a 2x increase in click-through rate compared to campaigns that leverage probabilistic data, as well as a 68% match rate and a 15% decrease in bounce rate.
