1. Internet Marketing Campaign – World of Nestle
Background: Largest food company in the world, Nestle is a Swiss multinational food and beverage company ranked
#72 on the Global Fortune 500 in 2014. In Venezuela, Nestle is the leader in the dairy segment accounting for 50% of
total production nationwide. Back in 2005 Internet and social media in Venezuela was impacting the way organizations
were implementing their marketing strategies. The social interaction through Internet was rapidly becoming not only a
trend in the marketplace but also a way of living. Nestle was in need to follow this social media explosion and leverage
the opportunity to create a more educational yet engaging and interacting website in order to reconnect to its audience
and target its consumers in a more efficient way.
My Role: As consumer relationship marketing manager, I was in charge of developing and implementing internet
marketing strategies, monitoring and maintaining the website’s performance and bringing support to the brands to
engage and develop relationships with our consumers through social media.
Project Overview: I worked with our advertising and Internet marketing agency to create a website based on
communities of consumers (babies, kids, and adults). The Nestle website re-design was part of a CRM marketing
program we developed in order to increase consumer engagement online. The objective was to create a new way of
communication with consumers where we could add value in every moment of their life. We identified the life cycle and
developed relevant content for each touch point within it. We, then segmented our portfolio into three core functional
benefits: health, nutrition, and wellness and linked the communities to those benefits. We then had a very flexible and
dynamic website in which consumers could find relevant information depending on their needs and wants, and the
stage they were within the consumer life cycle.
The community of babies, for instance, offered consumers information about nutrition, health, issues and concerns for
mothers with newly born babies and toddlers. There was a registration site where consumers could get relevant
newsletters, brochures and magazines and learn more about babies in general. This interaction was also leveraged
through Facebook and email marketing campaigns.
Results: After three months of launching the new redesigned website we had an increase of 35% of unique visitors,
more than 40% of unique visitor visited the site more than 3 times a day. Bounce rate accounted for less than 2% and
conversion rate reached 42% on average for people registering for newsletter and coupons.

2. Nestle Babies Community
Website intended for moms looking for
information, tips, and recipes for newly
born babies and toddlers.