About NE’APP
Swiss multinational company Nestlé is famous in the globe for its world wide loved instant coffee brand NESCAFÉ.
Turkey has become one of NESCAFÉ’s biggest markets, with the NESCAFÉ 3in1 instant coffee drink since its launch in 2001.
In a bid to capitalize on Turkey’s growing digital-savvy youth demographic, and the country’s position as the eighth largest app market in the world by downloads, Nestlé decided to launch NE’APP for Turkish market.
The app launched in autumn 2021 as part of the NESCAFÉ 3in1 brand, and is geared towards boosting customer loyalty and raising brand awareness.
Every NESCAFÉ 3in1 pack, including single pack and multiple pack, has a 10-digit code that consumers can enter into the app to collect in-app rewards, called N’Points.
The points can then be used towards the purchase of gifts, such as NESCAFÉ products, ecommerce discount coupons, travel website discounts, entertainment platform discounts, gaming codes and data (GB) codes.
In addition, there are well known, big and bold national promotion periods during which users can enter the codes from NESCAFÉ packs into the app to take part in competitions to win prizes.
The Challenge
Through NE’APP NESCAFÉ’s goal is to maintain daily engagement with users to keep customers happy and retain loyalty.
Given Turkey’s hunger for digital-first companies, the marketing team leading NE’APP knew competition in the region would be fierce, and partnered with Appnext to help it in its quest to:
Increase code submissions
(submitted code = a purchase made)
Increase gift claims
Increase registrations
Increase consumer logins
The Solution
NE’APP entered into a strategic partnership with Appnext, giving it access to Appnext's advanced mobile advertising platform which connects advertisers with highly engaged users.
Specifically, Appnext...
Recommended the app to Android users. With Android devices dominating the market in Turkey, and Appnext’s technology solely available on Android, NE’APP maximized its chance of reaching the widest possible audience of high-quality potential users.
Leveraged its partnerships with leading OEMs and carriers to get NE’APP recommended to users on their devices from the moment they set up and personalized a new device for the first time, and throughout their daily mobile journey. Users interacted on average 20 touch points daily on their mobile devices.
Provided an advanced recommendation engine, powered by its patented ‘Timeline’ technology, that enabled NE’APP to showcase its app to users who were actively searching for coffee, food and drink or grocery apps. Appnext's algorithms analyze users’ behavior, enabling personalized suggestions to high-intent users, thereby maximizing the chances of converting
them into active users.
Results
OOBE Experience:
428% ↑
consumer points wins
200% ↑
consumer gift claims
45% ↑
consumer registrations
171% ↑
consumer logins
576% ↑
consumer code submissions
445% ↑
sessions
Ongoing Experience:
18% ↓
consumer gift claim CPA
60% ↓
consumer registration CPA
52% ↓
consumer login CPA
46% ↑
sessions
25% ↓
consumer code submission CPA
“Through NE’APP we really want to reach out to consumers and make them aware of our NESCAFÉ 3-in-1 brand, as well as rewarding our existing customers for every purchase they make and keep them coming back for more. We knew that NE’APP would be very popular once people had discovered it and started collecting N’Points and winning prizes, but the challenge was in making consumers aware of it, especially in the hugely competitive app space in Turkey. Appnext’s intelligent and innovative discovery solutions are just what we need to achieve that goal, especially as they’re Android specific and most mobile users in Turkey are on Android.
Since we’ve been working with the Appnext team we’ve made huge strides in user take-up of NE’APP. The best thing about it is that every time a user submits a code in the app we know a purchase has been made, and the desire to collect N’Points is really driving sales. We look forward to continuing to work with Appnext to keep growing the reach of NE’APP and building on the success we’ve already achieved together.”
Serkan Oğuz
Senior Brand Manager
NESCAFÉ
