Innovation

Bronze
CAMPAIGN
Commerce to individual
AGENCY
Ogilvy & Mather
CLIENT
Nestlé
BRAND
Nestlé
DETAILS
The Chinaís e-commerce is growing fast and is contributing more than half of the sales.

However, brands are facing the challenge of not converting shoppers to buyers because of the impersonal, one-for-all online shopping experience. At the same time, online consumers are frustrated of not finding what they want.

The "A Thousand People, A Thousand Faces" campaign was designed for Nestle online Tmall store to combine big data and customer engagement design to enable personalized shopping experience to optimize purchase conversion and brand experience.

With personalized greeting and dialog format, Nestle was able to create an intimate, one-to-one engagement to shoppers that resulted in significant sales conversion uplift of at least 60% (source: Alibaba).

This was the very first innovation on e-commerce where big data and personal engagement were combined to truly explore the valuable integration of brand communication and sales conversion.
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