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Clients Partners Agencies Research Team International Recent Awards Invoke Solutions welcomes Industry Analyst Brad Bortner for a Joint Webinar Jennafer Stahl Expands Invoke Solutions Brand and Communications Experience Invoke’s Engage Mobile Drives Engagement at IIR’s Shopper Insights in Action Invoke’s Engage Open Helps Drive Company Growth Invoke Explores The Power of Word of Mouth Invoke Receives $7MM in Funding Mothers Still Concerned About Marketers, But Take Responsibility Consumers Say Green is Nice, Taste is Better Invoke introduces the Engage Family of Research Solutions Invoke Ping Provides Feedback at Leading Industry Event Invoke Opens European Office, Adds Research Experience Invoke Solutions Announces New Director of Marketing Invoke Solutions Selects New Mobile Gateway Platform for Latest Invoke Ping Product The Gallup Organization Partners with Invoke Solutions to Provide Next Generation Online Research Platform Greenfield Online and Invoke Solutions Partner to Deliver Invoke LIVE! – Demonstration of Qualitative-Quantitative Research Sess Maritz and Invoke Solutions Partner to Launch Mobile Research Platform Invoke Solutions Outlines Vision for Enabling Consumer Research Anytime, Anywhere Invoke Solutions Launches MyInvoke Portal The Marketing Workshop, Inc. and Invoke Solutions Partner to Deliver Next Generation Research Solution to Clients Invoke Solutions Announces New CEO High Prices, Unruly Crowds and Lack of Quality Movies Turn Movie Goers Away from Theaters Invoke Solutions Named Cool Vendor by Leading Analyst Firm Invoke Solutions and EMERGE International Partner to Deliver Next Generation Cultural Health Solutions to Clients Invoke Solutions Appoints Alon Ravid as Chief Technology Officer Invoke Solutions Announces Partnership with HR.com Invoke Solutions Names Frank H. Lallos as CFO and Traci Gere as Vice President of Professional Services Invoke Solutions Takes Its Revolutionary Researching Platform To The Next Level with “Invoke on Demand”Maritz Research Launches Real-Time Research Tool for Businesses Needing Quick, In-Depth Customer Feedback Invoke Solutions Continues Impressive Growth Adding Customers and Tripling Sales Force Invoke Solutions Helps HR Outsourcers, Businesses Improve Strategic Decision Making and Investment in Human Capital Programs Invoke Solutions Sees 70% Revenue Growth in 2004, Adds $6.5 Million Investment Technology Innovator Invoke Solutions Names Ben Cesare Senior Vice President of Sales Greenfield Online and Invoke Solutions Deliver Next Generation Real-Time Research Solutions to Clients Ryan Partnership and Invoke Solutions Partner to Offer Insights-Based Research Tool for Marketers Invoke Solutions Honored at 25th Annual AMA Marketing Research Conference Invoke Solutions Now Offers Elegant Answer to Order Bias Challenges Invoke Solutions Uses Innovative Dynamic Survey Platform to Invoke Solutions Targets Fastest Growing Market Segment in US with Release of Dynamic Survey 3.2 “en Español!”Marriott Chooses Invoke Solutions and Dynamic Survey for Confident Decision-Making Invoke Solutions Establishes Impressive Foundation for Growth Invoke Solutions and Dynamic Survey Help Midas Maintain its Touch Invoke Solutions Announces Global Partnership With C&R Research Be Even More Certain about Your Decisions with Dynamic Survey 3.1, Invoke Solutions' Real-Time Online Research Platform Growing Market Demand Drives Millward Brown and Invoke Solutions to Further Collaborate Invoke Solutions Continues to Drive Innovation of Real-Time Market Research with Release of Dynamic Survey 3.0

Nestlé Waters Invokes the "Water You Love"

The ability to take consumer feedback and react in real time to get further input from those same consumers during the same session is an awesome benefit, saving both time and money.
Jennifer Salera, Nestlé Waters

Challenge

Nestlé Waters North America Inc. (NWNA) is the largest bottled water company in the United States. NWNA recently inaugurated the “Pure Savings Plan” Home Delivery pilot campaign. Highly successful, the campaign boosted the conversion rate of people who made inquiries about the home delivery service to an impressive 50%. NWNA, however, was still facing the challenge of increasing the number of overall inquiries into its call center for Home Delivery.

In order to meet this objective, NWNA engaged Media Horizons, Inc. (MHI), one of the company’s advertising agencies, to produce a new advertising campaign. MHI proposed seven ad concepts for three of NWNA’s regional brands. Before committing to the costly proposition of creating an advertising campaign, the NWNA marketing team wanted to determine which ad would generate the highest volume of inquiries in the timeliest and most cost efficient manner possible.

Solution

5 Invoke sessions with 437 target consumers were conducted across three regions to test 7 ad concepts.
Respondents were exposed to various concepts using Invoke's unique "concept rotation" feature about which ad was more effective in motivating them to contact the company for more information.
NWNA marketing managers, along with their agency, watched the live responses and were able to modify the ads in real time to reflect the audience's feedback, and re-insert them into the session for further evaluation.

Results

The concept called “Water you love, Delivered” emerged as the clear winner, surprising the NWNA team.
Through dynamic drill-down questioning the brand team was able to understand the reason for this concept’s appeal: its simplicity, which strongly correlates with the simplicity and clarity of water itself.
By modifying the creative on-the-fly, the team emerged with a far stronger winning concept that had been validated with the same audience.
Using the Invoke methodology, NWNA was able to get the answers they needed extremely quickly without doing an additional round of testing, saving time and costs.