Nestlé x Gan.AI: Personalized Nutrition Outreach for Doctors

The Customer

Nestlé, the world's largest food and beverage company, operates in over 188 countries with more than 2,000 brands, including household staples like Nescafé, KitKat, and Gerber. As a leader in infant nutrition, Nestlé places significant emphasis on the importance of proper nutrition during the first 1,000 days of a child’s life, from conception to age three, a critical window for shaping long-term health outcomes.

Industry: Food & Beverage
Website: https://www.nestle.com

The Campaign

The First 1,000 Days Campaign with Studio by Gan.AI – To promote their infant formula brand, NAN, Nestlé launched a campaign to educate healthcare professionals in India about the importance of early childhood nutrition. The campaign highlighted the significance of the first 1,000 days of a child’s life and how proper nutrition during this period can have lasting health benefits. The aim was to engage doctors with personalized, relevant content that would resonate in their professional context.

Variables: @doctor_name , @state

Challenge

Nestlé needed to reach a wide network of healthcare professionals and engage them in a meaningful way. Generic emails and presentations wouldn’t be enough to capture the attention of busy doctors. The challenge was to create a message that was not only informative but also personal and relevant, to ensure it would stand out and resonate with recipients. Nestlé sought a scalable solution to make each doctor feel directly spoken to, with a focus on the Indian region and the studies affecting their patients.

Solution

Nestlé leveraged Studio by Gan.AI to equip over 800 medical sales representatives across India with the ability to send personalized videos to doctors. Using a simple microsite, reps could input the doctor's name and select the state, generating a personalized video tailored to each healthcare professional.

• AI Voice Cloning: The videos were personalized with each doctor's name, pronounced naturally in the voiceover through AI voice cloning. This created a sense of direct engagement, making the content feel more relevant and personal.

• Multichannel Delivery: Videos were delivered via email, WhatsApp, or shown in person by the reps in clinics, providing multiple ways to engage the doctors.
  

Key Results

📈 Higher Engagement from Doctors: Personalized videos led to increased engagement from healthcare professionals, as the tailored messaging made each doctor feel the video was crafted specifically for them.

💼 Scalable Personalization: Studio by Gan.AI enabled Nestlé to create hundreds of personalized videos at scale, without the need for manual input. This allowed the campaign to be rolled out quickly while maintaining a high degree of customization.

🌍 Localized and Relevant Content: By incorporating data specific to the Indian region, Nestlé was able to make the content highly relevant, increasing the likelihood of doctors engaging with and sharing the information.

Delivery Channel

Email, WhatsApp, and In-person: Videos were shared with doctors via email and WhatsApp, or played by the reps in person during clinic visits, ensuring the message reached doctors through their preferred medium.

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