Tom Buday - Nestlé head of Marketing and Consumer Communication: The Nestlé Approach to Consumer Engagement in a Digital World
The Nestlé Approachto Consumer Engagement in a Digital World Tom BudayHead of Marketing & Consumer Communication Nestlé S.A.
Part of the story 94M 3.7M +100% Fans of Nestlé Average weekly new Growth in fans of brands on fans of Nestlé brands Nestlé brands on Facebook1 on Facebook2 Facebook H1 ‘12 vs. YAG 16M >50% 43 Views for Contrex of Nespresso Markets using video on YouTube, capsules sold Nestlé standard the world’s most online listening tools shared video in Oct. ‘11 1Through August 26; not unduplicated 2July 14 – August 262
Message quality matters now more than ever High Social platforms and consumer sharing of brand 2012 content, powered by technology 2002 ROBBI Consumer avoidance and rejection, powered by technology Low Low Message Quality High7
The Nestlé Way Minimize avoidance and rejection Maximize impact, sociability and sharing Do it consistently, at scale8
Maximizing impact - Nestlé TV copy effectivenessBase: All Nestlé aired ads 2009 (141 ads), 2010 (227), 2011 (151) and YTD June 2012 (59).Numbers shown are percentage of ads scoring in the top quartile of Ipsos/Millward Browndatabase of all tested ads.
A large proportion of viral viewing is predictable based on creative power 130 r = 0.63 120 Views per week (index of Logged) 110 100 90 80 80 90 100 110 120 130 Creative Viral Potential10 Source: Creative determinants of viral video viewing, Duncan Southgate, Nikki Westoby and Graham Page, Millward Brown, Published in International Journal of Advertising, July 2010
2012 all advertisers WARC Effie Effectiveness Index
2012 food advertisers WARC Effie Effectiveness Index
Scaling sociability Do’s Don’ts Thank Mavens for wonderful, Overuse cow puns – a few ‘’get moovin’’ references are ok, but stay positive posts away from referring to my Mavens as a ‘herd’ or any other cow stuff. (Use these sparingly – less than 5% of the time) Acknowledge Mavens by their first name when responding Give specifics around where I live or my family. Sometimes Mavens will want to know what pasture I live in or what my family is like. I Sign off using my signature: just respond vaguely with something like – ‘’I couldn’t love my digs ‘’xoxo~Skinny.’’ more’’ or ‘’I <3 my family, thanks for asking.’’ Initiate or participate in any conversation involving religion, politics or sexual subjects. Everyone has their own beliefs and I like to stay neutral. Publicly promise a Maven anything. Other Mavens will feel left out and ask for whatever you’re giving out and it could spiral out of control. If you want to give a coupon or anything else to a Maven, do it privately and directly. Insult anyone, even jokingly. Avoid using any vulgar or offensive slang talking. Coach or tell my Mavens what to do. 16
The benefits of sociability Impressions (000) Proportion of Total Impressions Paid 364,733 65.6% Owned 167,460 30.1% Earned 23,723 4.3% Total 555,916 100.0% Note: contact points include TV, Facebook, and search. Data are for H1 201218
Sociability in action • No Paid Media Support • Reach 85,034 • Engaged users 4,675 • PTAT 3,804 • Success drivers: imagery, succinct messaging, timeliness (St. Patty’s day)
Sociability in action • Paid media support • Reach 286,636 • Paid 222,821 • Organic 89,614 • Earned 20,137 • Engaged users 7,863 • PTAT 3,827 • Success drivers: effective use of paid media to increase reach and engagement. Great image and copy; simple and to the point.
Strong message quality Copy Effect Total Women 30-49 Women 50-65 Index* Women 30-65 Non-buyers Contrex buyers Vélo 234 263 261 *CEI = Impact (Visibility/Link to the brand) and Persuasion (Purchase Intent). Source: Ipsos pre-test23
Success with sharing 16 million views on YouTube, 12 million earned #1 video viewed in September in France #1 video shared in October worldwide In YouTube’s Top 20 most liked and viewed ever Sources: YouTube (metrics are for entertainment category); Mashable.com – October 2011 (does not include music videos, user-generated content or movie trailers)24
Contrex market share in France 8.0 7.9 7.9 7.9 7.7 7.8 7.7 7.8 7.8 7.2 7.3 6.7 6.4 6.0 P5 P6 P7 P8 P9 P10 P11 P12 P1 P2 P3 P4 P5 CC P5 2011 2012 Source: IRI hypermarkets + supermarkets, volume market share of bottled water
We are learning rapidlyBRAND FACEBOOK RESULTS OTHER METRICSGerber USA ROI $3.91 for every $1 spent 3.1M FansKit Kat UK ROI £1.31 for every £1 spent 11% of media-driven salesNescafé Philippines 10% Rise in Sales 1.25M New FansKit Kat Philippines No. 1 Local Brand PageButterfinger USA +6 pt inc brand favorability 90% Fans ReachedKit Kat Brazil +24-point increase in ad recall 80,600 Fans in 3 daysBaci Perugina 100K New Fans 1.5M ImpressionsNescafé India ~2M Fans in 2 yearsNestlé chocolate 55K Fans +15 incr in brand aware.TurkeyInfant Nutrition 7,000 Fans in 3 wks 40% engagement ratesGreeceNescafe Shake it Up 35K new Fans 7.7M ImpressionsNote: ROI = sales return on investment
The Nestlé Way Minimize avoidance and rejection Maximize impact, sociability and sharing Do it consistently, at scale27