Food & Drink, Lifestyle
Case Study: Nescafé 3in1 NE’APP
About Nestlé and Nescafé 3in1 NE’APP
A Swiss multi-national company, Nestlé was founded in 1866, delivering a breakthrough infant food as a long-lasting alternative to fresh milk. By 1904, the brand began selling its now-famous chocolate. Then after the Wall Street Crash in 1929, the company was tasked with preserving the surplus coffee beans in Brazil. From this challenge, the instant coffee NESCAFÉ was born, with over 180 countries enjoying NESCAFÉ.
NESCAFÉ has been embraced in Turkey, with its Nescafé 3in1 instant coffee drink with creamer and sugar launching in 2001. With a growing, digital-savvy youth demographic and the 8th largest app market in the world by app downloads, Nestlé decided to launch its NE’APP for its Turkish market.
The food and drink app is part of the NESCAFÉ3in1 brand and is geared toward customer loyalty. Every NESCAFÉ3in1 package has a 10-digit code that app users can enter to collect in-app rewards, called N’POINTs, and use toward the purchase of gifts.
Given Turkey’s hunger for digital-first companies, Nescafé 3in1 knew competition in the region would be fierce. The marketing team leading NE’APP needed to be agile to be successful in this fast-paced digital marketing space.
As NESCAFÉ3in1 enjoys mass appeal in Turkey, the team initially cast a wide net with its NE’APP campaigns across different platforms and channels. Therefore, it desired a unified view of its campaign data and the ability to track its marketing efforts across various sources. After launching its campaigns, Nescafé 3in1 planned to identify and pursue different audiences with relevant creatives. However, it lacked a tool to do so and began searching for a mobile analytics platform with this feature to help NE’APP take off in Turkey.
Senior Brand Manager, Turkey, Nestlé
Nescafé 3in1 chose Adjust as its single source of truth, unifying all of its marketing data in one place. It leveraged the Adjust dashboard to compare performances across all campaigns and platforms. Additionally, upon being introduced to Datascape, Adjust’s newest analytics solution, Nestlé had access to real-time aggregated data and detailed reporting with business-specific metrics.
Senior Brand Manager, Turkey, Nestlé
The marketing team soon engaged with Adjust’s attribution tools like Audience Builder, Campaign Automation, and Fraud Prevention Suite to clarify previously unknown factors affecting the user journey and its datasets. The team also built custom audiences and was able to publish interest-specific creatives for each audience for retargeting purposes.
Utilizing Adjust, Nescafé 3in1 found success in its attribution efforts after uncovering which sources brought high-value users to NE’APP. It used the Adjust dashboard to identify the best-performing channels with accurate, clean data to optimize its campaigns and budgets accordingly. As it continued to work with new channels and platforms, the brand found integrating these new sources with Adjust easy and quickly scaled up its marketing efforts.
The team was also able to identify points of churn in the customer journey. For example, it discovered that personalized assets and a user-friendly interface were important aspects for its users and updated its app to reflect these user experience aspects. While a good retention rate for apps is 6% for 7% for iOS, Nescafé 3in1 was able to keep its retention rate above 10% during its first year with Adjust. With further optimization, the brand more recently posted a retention rate of 13.37%.
Using powerful data visualizations in Datascape for its various KPIs, Nescafé 3in1 felt confident to act fast, gaining a competitive advantage in the Turkish app market. Ultimately, the team felt empowered to develop a successful user acquisition strategy and retention strategy, rapidly growing NE’APP’s user base.
In leveraging Adjust, Nestlé’s NE’APP achieved:
- Over 1.5 million downloads
- A retention rate of 13.37%
- 171K monthly active users (MAU)