Nestlé: Transforming the Marketplace to Win Gold

Global organisations are embracing the power of internal communications and looking for ways to better communicate with their people, in a way that is simple, effective and user-friendly.

H+K worked to give a new lease of life to Nestlé Marketplace – an outdated knowledge-sharing site for over 50,000 employees in 150 markets, which provides tools for the Global eBusiness, Marketing and Sales teams to plan, work and sell better. The goal was to transform Nestlé Marketplace’s user experience to make it the go-to ‘mobile-first’ resource, delivering valuable content at the right time, on the right platform.

In order to do this, H+K adopted a user-led approach which drove the strategy and design; 904 people in 34 markets were surveyed, users in Malaysia, Mexico, UK, and Portugal were interviewed, 140 pieces of content reviewed and Google Analytics, taxonomy analysis and stakeholder workshops were carried out.

Marketplace content was optimised using behavioural science, better tagging and taxonomy, as well as UX enhancements to drive content sharing between interconnected channels internally. A compelling new look and feel, as well as enhanced digital content, allowed the elevation of the site to an essential tool for users across the world.

Following these transformative changes to a more personalised platform, two key objective achievements were made – there was a 112% increase in page views and a 75% increase in users compared to the previous quarter.

Nestlé Marketplace has been recognised twice at the 2020 Digital Impact Awards – winning both Gold for ‘Best Intranet’ and Bronze for ‘Best Use of Digital in the FMCG Sector’. Marketplace was also awarded Silver in the ‘Best Interactive Content’ category at the 2020 Corporate content Awards North America.

Sector: Technology, Food + Drink, Consumer Packaged Goods
Specialist expertise: Content + Publishing Strategy, Data + Analytics, The Studio
Office: London