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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.