The Nestlé Club, Nestlé Philippines’ long-running consumer relationship marketing program, took top honors at the recent 7th Boomerang Awards of the Internet and Mobile Marketing Association of the Philippines(IMMAP).
Besting 129 entries, the Nestlé Club won this year’s top award, the Special Boomerang Award for outstanding business results, and two Gold Awards for Digital Programs and Programs Effectivity, respectively. The awards are the country’s leading digital awards program, recognizing exemplary digital marketing work centered on three pillars – strategy, creative expression and results.
Nestlé Philippines garnered the most number of awards, earning 12 out of 44 awards. Bagging the Silver are NESTLÉ Drumstick Duo’s Tweet Surprise, NESCAFÉ’s Earth Defending Giant Auto Robot, ALPO’s Toffee, the Human Whisperer, KIT KAT’s The Break Movement, and GERBER’s The GERBER Farm, which won two Silvers. The NESTLÉ CRUNCH’s Fun Philosophy and NESTLÉ Drumstick Duo earned a Bronze each.
Nestlé Philippines Chairman and CEO John Miller said the awards are a great honor for Nestlé Philippines, with its work in digital space inspired by Filipino consumers. “Our digital campaigns allow us to engage ever more closely with consumers and continue to nurture the unique trust they have bestowed on Nestlé brands. The awards are a tribute to Filipino consumers, our Kasambuhay, Habambuhay, who have made our brands a part of their daily lives.”
Director of Communications Sandra Puno said the Nestlé Club is a major program of Nestlé Philippines aimed at nurturing its relationship with consumers over the long term. A community mostly of mothers who receive regular communications from Nestlé Philippines, the Nestlé Club touches base with members on various topics such as Nutrition, Health & Wellness, cooking tips and recipes, household management, and child-rearing.
The Nestlé Club, with a membership now at one million, has evolved as members become more digitally savvy. “We know our members well and regard them as an integral part of the Nestlé family. Our relationship with them is nurtured through relevant communications delivered at the right time through the right channels. As members enter digital space, so has the Nestlé Club, maintaining relevance in their lives,” said Aurora Alipao, Head of Consumer Services, the unit of Nestlé Philippines which takes special care of Nestlé Club members.Elly Puyat, Managing Director of Ogilvy One, the Nestlé Club’s agency partner for many years, underscored the importance of consumer-oriented digital programs in the marketing mix. “The marriage of big ideas and data insights drives meaningful personal experiences for consumers that ultimately drive value. We are honored to share this award with Nestlé, which puts the Filipino consumers at the heart of everything it does.”