Advertising Big Idea Test Within an Extraordinarily Tight TimelineNexxt Intelligence| inca x Nestle Health Sciences showcase how an 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. Nexxt Intelligence| 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 health compromised and aging population, Nestlé wanted it to be known as a hip brand for wellness consumers for all ages and abilities. To achieve this vision, Nestlé searched for a breakthrough campaign idea, which would be followed by a new, evolved product line-up and related packaging redesign.
Prior to working with Nexxt Intelligence| inca, the Nestlé team tested three big ideas through qualitative research, with one emerging as the frontrunner: BOOST mode, a play on “Beast mode”, but tailored for the average consumer. While on the surface this idea felt strong, doubts arose during their internal Nestlé Creativity Summit, where they questioned if they were playing it too safe. To shape the universal “Masterbrand” they envisioned for the BOOST relaunch, the team went back to the drawing board with their agency, and that’s where their fourth big idea was born: “Get a Little BOOOOOOST!”
The message was compelling, the sound was catchy, but was it too risky? With just a week left in their timeline, the Nestlé team turned to Nexxt Intelligence| inca for a rapid ad test between their two top contenders.
The “Get a Little BOOOOOOST!” test material became available on Friday, November 17th. To stay on track for their launch, the BOOST team would need a clear direction to move forward by the following Monday, November 20th.
With traditional research, meeting this timeline would have been impossible. That is where the Nexxt Intelligence| inca Conversational AI platform came to the rescue. The survey was designed practically overnight on the 17th and launched the very next day.
Thanks to Nexxt Intelligence| inca’s real-time Dashboard, the Nestlé research team could monitor consumer reactions and testimonials as they came in over those the three critical days. Armed with these insights Nestlé confidently adopted the “Get a Little BOOOOOOST!” slogan for their Masterbrand campaign - ushering in an exciting new era for BOOST.
Through intelligent inca SmartProbe 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 these insights in real-time, evolving their understanding on the fly - just as if they were at 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 the team felt confident moving forward with.
We are grateful that Nexxt Intelligence | inca helped us collect rich data that provided the nuances that define who we 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