Case Study: NESTLÉ All Purpose Cream achieves 2X holiday sales growth and an 8.8‑point ad awareness lift with Facebook

Digital boosts holiday sales

NESTLÉ All Purpose Cream, a leading cream brand in the Philippines known for festive desserts, aimed to strengthen its ownership of the Christmas season and drive faster growth despite a crowded traditional media landscape. To do this, the brand took a digital-first approach—shifting spend to Facebook and mobile channels to reach its mobile-savvy audience and boost in-store sales during the critical October–December period.

The campaign used four humorous video stories of Filipino “kill joy” characters won over by dishes made with NESTLÉ cream, repurposing 60‑second spots into attention-grabbing 6‑second ads with captions and 1:1 mobile formats, plus slideshow, carousel and Canvas placements across Facebook, Instagram and Audience Network targeted at women 25–44. The results: 2× faster sales growth rate in Q4 2016 versus the category, 19% sales value growth year-over-year for Q4, 500,000 new households reached, an 8.8‑point lift in ad awareness and 80% reach of the target audience.

Nestle

Seaneen Arcilla

Consumer Marketing Manager