To support the launch of its new range Vittel® & fruits infusés bio, Nestlé Waters wanted to innovate in its media strategy. In addition to the classic media levers designed to increase brand awareness, the brand approached Waze to help it develop its in-store sales to the millions of connected shoppers on the move.
The effectiveness of this new drive-to-store approach had yet to be evaluated.
By testing a different media mix in each of its cities, MarketingScan made it possible to identify the incremental sales generated by this type of activation.
Results: in addition to multi-media communication (TV, VoL and OOH), Waze generated +13% in volume (+12% in value) for this innovation.
Find the feedback from Armelle Roulland, Head of Digital de Nestlé Waters, and Thomas Grosset, Industry Manager de Waze, on this launch, with the MarketingScan results (Source HUB Institute):