Cannes Lions

TrashLater by Nestlé

OGILVY, Mexico City / NESTLE / 2022

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Overview

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Credits

Overview

Background

For Nestlé it is important that its brand promise “Good food, Good life” is communicated in a credible way. Brand trust is key for the company. However, Nestlé’s lack of corporate communications for more than 5 years and the competitors investment in corporate communications have led Nestlé’s brand trust in Mexico to decline over the years.

In this context we needed an idea that could boost the trust index through topics that were actual and relevant for our main target to conquer again their top of mind as the entire Nestlé Corporation and not only with its most commercial brands, by using our strong and innovative points, such as the sustainable pilar and contextual information like the fact that 9 out of 10 people doesn’t know how to recycle in the country, to increase the trust and consideration of the brand.

Idea

We partnered with Google and developed Trash-later, the first trash translator. An Artificial Intelligence stored in a web application, inspired by Google translate.

Trash-later identifies the material or product searched by the user; comparing it to over 100,000 images stored in our database. Created with a neuronal network that can recognize the material or product from different angles. This mobile-first solution identifies the content and generates a real-time response, using machine learning and artificial intelligence, it shows the user how to dispose the trash correctly. The tool uses visual, speech recognition and text search, allowing users to very easily search across all types of devices while making its data base bigger with every search and even directing users to their closest recycling centers with Google Maps data.

Strategy

Millennials are eager to recycle, but the reality is that very few of them know the correct way to do it. What they did know very well is how to use technology to their advantage. That’s why we decided to use this digital behavior of searching everything online to strengthen the relationship with Nestlé, providing a new technological solution and enabling people to start recycling day after day, by making it as easy as searching on Google.

By using a mobile first web app we were able to be closer to our target and even integrate features like photo recognition search, voice and text recognition to make it work from any mobile device. Approaching the target with their own digital language, by making the tool easy to use and interact with frequency, and giving the users simplified and friendly information on how to recycle in integrated visual instructions.

Execution

To attract Mexicans to Trash-later, we created targeted stories on social media such as YouTube, YouTube reels, Instagram stories and posts, Facebook lead ads and photo ads, interactive displays on specific sites and even QR codes added to Nestlé’s cookbooks made to keep the sustainable conversation actual with zero waste ideas and green diet.

And even on the streets, the out of home materials had a QR code directing to Trash-later.

The campaign ran from May 20, 2021, to December 31, 2021, nationwide, reaching the 32 states of the country and on short scale reaching even local stores where our QR and recycling tool was available from any mobile device.

Outcome

More than 1.2 million unique users have already interacted with our platform so far and visits to Trash-later keep increasing, turning it into a tool of reference for Mexicans to keep learning & recycling.

Not only did we stop Nestlé’s decline in Brand Trust from the past 5 years, we reverted it and achieved a +7points increase of the Brand trust index score (3points above target), achieving the #1 place of the category in Mexico with and engagement rate f 22.9%.

Positioning Nestlé as the leader in terms of environmental care, eco-friendly packaging and actions for recycling.

With every users search, Trash-later collects data on materials, places and audiences interested in recycling; data that was not available before and that today helps optimize future efforts of the brand and partners to help promote recycling. With Trash-later millions of Mexicans now have access to a tool that empowers them to recycle.

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