XIAOAI

TitleXIAOAI
BrandNESTLE
Product / ServiceNESTLÉ XIAOAI
CategoryB11. Use of Technology
EntrantOGILVY BEIJING, CHINA
Idea Creation OGILVY BEIJING, CHINA
Media Placement MINDSHARE Beijing, CHINA
PR OGILVY BEIJING, CHINA
Production OGILVY BEIJING, CHINA
Additional Company NESTLE CHINA Beijing, CHINA
Additional Company 2 BEIJING LINGLONG CO., LTD, CHINA

Credits

Name Company Position
Nini Chiang Nestlé (China) Ltd. CMO
Uma Wang Nestlé (China) Ltd. Head of Digital
Serena Shen Nestlé (China) Ltd. Digital Marketing Manager
Jeremy Webb Ogilvy Beijing Senior Vice President
Andrew Low Ogilvy Beijing Executive Creative Director
Erik Huettenberger Ogilvy Beijing Senior Account Director
Katherine Qiao Ogilvy Beijing Senior Account Manager
Scott Zuo Ogilvy Beijing Senior Account Executive
Xiaonan Hu Ogilvy Beijing Head of Data & Insight
Lily Chen Ogilvy Beijing Senior Consultant
Yee Sin Ogilvy Beijing Creative Director
Callum Ng Ogilvy Beijing Senior Art Director
Wei Chao Ogilvy Beijing Producer

The Campaign

We found, that while living a healthy life and eating healthy food had become increasingly important to Chinese, personal health literacy & knowledge about nutrition, health and wellness was low: Over 65% of Chinese considered living a healthy life important to them, yet a survey showed that only 11% of all Chinese had significant knowledge within this field. We decided to bring health information to life in the most innovative, convenient and attention-grabbing way possible – Artificial Intelligence, in the form of a smart home nutrition assistant called “Nestlé XiaoAi”.

Creative Execution

Introducing the world’s first smart home nutrition assistant: XiaoAi. A device, that would be able to answer questions about health, nutrition and wellness. We teamed up with China’s biggest smart home device developer DingDong and Nestlé’s nutrition experts to come up with thousands of the most frequently asked questions about nutrition, health and wellness, such as: • What kinds of breakfast are nutritionally balanced?? • How much water should I drink on a daily basis? These questions and corresponding answers were uploaded into the cloud of 1,000,000 already sold DingDong devices. Next, we developed a Nestlé packaged and branded edition of the device, called “XiaoAi”, that was sold on JD.com. The device was activated by saying “Nestlé Nestlé” instead of “DingDong DingDong”. When launching XiaoAi on JD.com, we invited press from across China to our big launch event. Additionally, we introduced XiaoAi to a wider audience through our OTV.

The Nestlé-branded XiaoAi sold out in most cities within days and users were highly engaged, with 30% using the device more than 200 times in a 10-week period. In a survey carried out with Nestlé XiaoAi device owners, 93% claimed that it had helped to significantly or somewhat improve Nestlé’s image as a Nutrition, Health and Wellness expert. Being the first food & beverage company to tread ground in AI, the Nestlé XiaoAi launch conference excelled with an attendance rate of 85% (industry average 70%) and a coverage rate of 83% (industry average 60%). 76% of the attending media published the news within 24 hours. The campaign created 84 million impressions, with an engagement rate of 4x the set KPI (659,804). 70% of campaign-related buzz posts were positive. Additionally, social listening revealed that associations between Nestle and "nutrition" or "health" increased 24x during the campaign period.

Confronted with a small campaign budget, the Nestlé XiaoAi smart home nutrition assistant delivered outstanding results through a first-of-its-kind media approach. By leveraging the reach of over 1,000,000 smart home devices already sold to Chinese customers and adding relevant, Nestlé sound-branded content into the cloud of these devices, Nestlé’s brand message was received in hundreds of thousands of Chinese homes.

Insights, Strategy and the Idea

Main purchasers of household groceries were identified as the gatekeepers for Nestlé. They were becoming increasingly health nutrition conscious: Over 65% considered living a healthy life as important to them. By 2020, 53% of all consumption will be generated by people under 35 years old. And it’s a different generation: Over 68% purchase groceries online. 26% have purchased smart home devices, 96 % have shown interest in smart home devices. In order to get scale, we decided to team up with China’s biggest developer of smart home devices: DingDong. With over 1,000,000 devices already sold, we could build on a profound customer base – and on DingDong’s expertise in developing smart home devices.

Links

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