Nestlé Soars on TikTok Shop, Fuels F&B Growth Through Innovative Strategies.
TikTok Shop has become a pivotal player in digital commerce, reshaping
consumer interactions with 'Shoppertainment', a unique blend of
entertainment and commerce, to create a dynamic platform where businesses of
all sizes thrive. With a focus on innovation, TikTok Shop has continually
evolved its offerings to meet the diverse needs of brands and consumers.
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Niks Fojas, Category Lead for Food & Beverage/FMCG at TikTok Shop |
Nestlé Finds Success On TikTok Shop
"At TikTok Shop, we're dedicated to empowering businesses to succeed in the
digital world. Our platform combines entertainment and commerce to create a
lively space where brands of all sizes can connect with consumers. By
continuously evolving and listening to our community's needs, we're shaping a
more engaging and inclusive online shopping experience," shared Niks Fojas,
Category Lead for Food & Beverage/FMCG at TikTok Shop.
Nestlé's Utilization of TikTok Shop's ACE Indicator System: A Success Story
Nestlé, a global leader in the food and beverage industry, exemplifies the
success achievable through TikTok Shop's innovative framework. During the 4.4
Summer Saya Campaign, Nestlé experienced a significant surge, emerging as the
top brand in the Food and Beverage category with a 50% uplift in orders.
According to Nestlé, this growth is attributed to the brand's strategic
implementation of TikTok Shop's ACE (Assortment, Content, and Empowerment)
indicator system.
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Nestlé on TikTok Shop |
"Partnering with TikTok Shop has allowed us to tap into the pulse of consumer
trends in the food & beverage industry. By embracing innovation and
leveraging TikTok Shop's platform, we've connected with our audience and
elevated the shopping experience for food and beverage enthusiasts. This
partnership underscores Nestlé's dedication to staying at the forefront of
digital commerce, enriching the way people experience and enjoy our products,"
said Stephanie Sy, Head of Digital Transformation at Nestlé.
Central to Nestlé's strategy was optimizing its presence on TikTok Shop to
highlight promotions and campaign-exclusive products. This focus on Assortment
optimization yielded significant growth metrics, including a notable 41%
increase in Search GMV and a 5% growth in Showcase GMV.
Elevating customer engagement
Nestlé's content strategy also played a pivotal role in engaging consumers and
driving purchase intent. By hosting extended self-live sessions, the brand
created immersive shopping experiences, leading to a 66% increase in self-live
GMV and a substantial 137% increase in orders. Collaborations with key opinion
leaders (KOLs) and multi-channel network (MCN) affiliates further bolstered
Nestlé's brand presence, resulting in a 15% increase in the number of creators
and a substantial 45% increase in Affiliate Stock Keeping Unit (SKU) orders.
Additionally, empowering creators and maximizing Shop Ads were key components
of Nestlé's success strategy. Thematic brand campaigns like the Nestle March
Mega Sale resonated with consumers, resulting in a +240.75% uplift in Return
on Advertising Spend (ROAS) and a +520% surge in daily live GMV.
Epilogue
As Nestlé continues to leverage the features of TikTok Shop's ecosystem, it
highlights the platform's evolving role in shaping social commerce dynamics.
Through collaborative efforts and strategic initiatives, this partnership
signifies a step forward in enhancing the online retail experience,
demonstrating TikTok Shop's potential for growth and innovation.
"TikTok Shop serves as a dynamic marketplace where brands like Nestlé can
truly innovate and connect with consumers on a deeper level," added Fojas.
"Our collaborative efforts with Nestlé showcase the power of engaging content
and strategic initiatives, driving tangible results and fostering authentic
brand-consumer relationships in the digital realm."
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