Advertising Big Idea Test Within an Extraordinarily Tight Timelineinca x Nestle Health Sciences showcase how inca’s all-in-one research platform and conversational AI revolutionized data collection, data sharing, and decision-making.
Client
Nestle
2024
In the eleventh hour, Nestle’s BOOST team wanted to pivot their advertising idea. inca allowed them to instantly test, iterate, and pin down a winning concept within 7 days.
Nestlé Health Science was on a mission to revitalize the brand image of their supplement line BOOST. Once thought of as a brand for the medically-impaired and elderly, Nestlé wanted it to be known as a hip brand for wellness consumers of all ages and abilities. To achieve this vision, Nestlé searched for a breakthrough campaign idea, which would be followed by a whole range of product and packaging redesign.
Prior to working with inca, the Nestlé team had put 3 big ideas into qualitative testing and one came out on top: BOOST mode, which was a play on “Beast mode”, but for the average consumer. While on the surface this idea felt strong, they began to have doubts after their internal Nestlé Creativity Summit that they were playing it too safe. To create the universal “Masterbrand” they wanted to relaunch BOOST as, they went back to the drawing board with their agency, and that’s where their 4th big idea was born: “Get a Little BOOOOOOST!”
The message was interesting, the sound was catchy, but… was it too risky? With a week left in their timeline, the Nestlé team reached out to inca for a rapid ad test between their two top contenders.
The “Get a Little BOOOOOOST!” test material became available on Friday, November 17th. In order to not delay their launch, the BOOST team would need a clear direction to move forward by the following Monday, November 20th.
With traditional research, that 3 day survey timeline would have been an impossible mission. inca’s conversational AI platform came to the rescue, and a survey was created practically overnight on the 17th and launched the next day.
inca’s realtime dashboard allowed the Nestlé research team to review consumer reactions and testimonials as they came in over the next three days. The research guided Nestlé to adopt the “Get a Little BOOOOOOST!” slogan for their Masterbrand campaign, leading to a brand new era for BOOST.
Through intelligent probing and engaging conversations with 500 Canadians, conversational AI allowed us to gather more specific and elaborated feedback at scale, which provided actionable insights for the team to work with.
Conversational AI generated dynamic results that parsed and cross-referenced quantitative metrics and open-ended diagnostic feedback. The project team and creative agency reviewed the results and evolved their learnings in real-time, just as if they were sitting in the backroom of a focus group discussion, with 500 hundred people.
While quantitative metrics are important, they are not always enough to get the complete picture. This case study highlights the undeniable power of nuances, context collected and enhanced by conversational AI with having a clear call-to-action, plus having an appetite to push beyond ‘comfort’. Such human-focused insights outweighed the quantitative metrics in this case, and played a pivotal role in determining the direction that the team felt confident moving forward with.
We are grateful that inca helped us collect rich data that provided the nuances that define who we are are as humans, within an almost impossible timeline and highly efficient budget. It was the nuances and our interpretation that really helped us see the potential of the less polished last idea. The verbatims showed us how effective the idea was to deliver the brand promise, and the passion from respondents through their tone and words.
- Wensy Chiu, Marketing Intelligence & Strategy Manager