Case Study: Nestlé achieves rapid millennial engagement and 70% sample conversion with Shopify Plus

How Nestlé Is Using Shopify Plus to Target Millennials by Making Adulthood Suck Less

Nestlé used its Nescafé Sweet & Creamy brand to target millennials by leaning into the “adulting” conversation, but faced a fast-moving challenge: speak and sell differently to a new audience and build a B2C ecommerce channel from scratch in just eight weeks. The team needed to translate social listening insights into a relatable campaign, set up logistics and analytics, and prove immediate product relevance to time-pressed young consumers.

Nestlé partnered with One Method and launched a Shopify Plus store that let them offer free samples, integrate fulfillment and analytics quickly, and experiment with playful brand experiences like an “Adult Help Line.” The campaign exceeded expectations — a 70% conversion rate when samples were available, 90% of the 21,000-sample goal fulfilled within hours, campaign paused the first day for demand, and subsequent sales and repurchases put Nestlé ahead of targets — while Shopify Plus provided the speed, security, and flexibility to scale and iterate.

Nestlé

Arlee Rosenberg

Digital Consumer Experience and eCommerce Manager