Engaging Energetic Youth with Nestlé Cini Minis
Nestlé is a leading company in nutrition, health, and wellness, offering a range of products including prepared dishes, dairy items, pharmaceuticals, baby food, and cereals. Nestle Cini Minis is a breakfast cereal brand catering to the energetic lifestyles of 13 to 27-year-olds with delicious and nutritious options.
B2C
Data & Analytics
Paid Advertising
Social Media
Overview
Iterative Experimentation:
At the outset, our team conducted a comprehensive analysis of the campaign’s performance and identified opportunities for improvement. Recognizing the need to increase engagement without significantly altering the existing content, we adopted a data-driven approach centered around continuous experimentation. By testing various strategies and tactics, we aimed to uncover the most effective methods for driving audience interaction and participation.
Targeted Audience Analysis:
Understanding the demographics and preferences of the target audience was crucial to optimizing engagement. Leveraging specialized software, we delved into audience behavior patterns and identified key insights, particularly regarding the age group most responsive to the content. This informed our strategy to tailor content presentation and messaging to resonate with the identified audience segments, thereby maximizing engagement rates.
+
7 x
Activity growth, surpassing 1% ER target
15 M+
Unique audience reached
6000 +
Clicks generated through engaging content
Services provided
Goals
Increase audience engagement by at least 7 times, aiming for an Engagement Rate (ER) exceeding 1%.
Achieve a unique reach of 15 million people.
Enhance brand visibility and resonance among the target audience without significantly altering the content.
Approach
To enhance audience engagement and achieve the specified goal of increasing the engagement rate (ER) to over 1%, our agency devised a strategic approach focused on iterative experimentation and targeted audience analysis.
Execution
1st Month:
Execution
- In the initial phase, polls emerged as a highly effective tool for driving engagement, with an impressive ER indicator of approximately 5%. By leveraging polls strategically, we encouraged active participation from the target audience, resulting in significant responses and interactions. Notably, a single post garnered 100,000 likes, showcasing the potential for engagement enhancement.
2nd Month:
Execution
- Building on insights gathered from audience analysis, we identified teenagers as the primary source of activity. Aligning content presentation with youth preferences, we observed a substantial increase in engagement rates, reaching up to 17.75% on select posts. Focusing specifically on the 13-17 age group allowed us to further amplify engagement and interaction levels.
3rd Month:
Execution
- Continuing our iterative approach, we refined budget allocation strategies to reinforce previous successes and optimize campaign performance. By strategically distributing resources among posts, we sustained momentum and achieved an outstanding ER indicator of 27% for the best-performing content. Additionally, the integration of polls contributed to a visually compelling and engaging campaign, culminating in an ER of 5.66%.
Current Performance:
Execution
- As the campaign progresses into its fifth month, it continues to exceed key performance indicators (KPIs), consistently outperforming expectations and maintaining high engagement levels. This sustained success underscores the effectiveness of our approach and the enduring impact of targeted experimentation and audience analysis.
Results
+
7 x
Activity growth, surpassing 1% ER target
15 M+
Unique audience reached
6000 +
Clicks generated through engaging content
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