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Nestle Fitness Cereali: il coinvolgimento dei publisher nel digital media mix della campagna #insiemeperlaprevezione - #schf15

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Lucia Raschietti, Marketing & Community Manager, CWPitaly e Giampaolo Chiello, Co-Founder & CEO AdMingle - #schf15

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Nestle Fitness Cereali: il coinvolgimento dei publisher nel digital media mix della campagna #insiemeperlaprevezione - #schf15

  1. 1. Nestlé Fitness Cereali Il coinvolgimento dei publisher con adMingle nel digital media mix della campagna #insiemeperlaprevezione 19 novembre 2015 | Milano Palazzo delle Stelline Lucia Rasche; – Marke>ng Manager Nestle Fitness Giampaolo Chiello CEO Italia adMingle @gchiello
  2. 2. 19 novembre 2015 | Milano | Palazzo delle Stelline BREAST CANCER AWERNESS CAMPAIGN: OCTOBER 2014
  3. 3. 19 novembre 2015 | Milano | Palazzo delle Stelline Nestlé Fitness encourages women to take care of themselves
  4. 4. 19 novembre 2015 | Milano | Palazzo delle Stelline Nestlé Fitness wants to spread the importance of Breast Cancer Awareness
  5. 5. 19 novembre 2015 | Milano | Palazzo delle Stelline How to ac=vate the campaign successfully? Local Scien=fic Partner to validate the message of the campaign and gain credibility No sales dona=on mechanic Nestlé Fitness role: amplify the “breast cancer preven=on” message of LILT with posi=ve tone Message campaign pillars
  6. 6. 19 novembre 2015 | Milano | Palazzo delle Stelline Engaging and successful VIDEO strategy to catch target aJen=on and lead it to informa=ve PLAYLIST TO ENGAGE 30 Mio views in the World! About 1 Mio in Italy! TO INFORM Source: YouTube Analy>cs 25/09 to 11/11
  7. 7. 19 novembre 2015 | Milano | Palazzo delle Stelline FACEBOOK: engaging plaWorm to share informa=on within the community Source: Social bakers 25/09 to 11/11 Effec>ve synergy between interna=onaland local, planned and live POSTS & VIDEO Increasing ENGAGEMENT RATE, INTERACTIONS and FAN ORGANIC GROWTH
  8. 8. 19 novembre 2015 | Milano | Palazzo delle Stelline Planned & Real Time EDP; Promoted Account/Tweet; 5.270 followers (star>ng from 580) 1.217 men=ons of @NestleFitnessit 1.492 men=ons of #insiemeperlaprevenzione 400 tweets, 1.124 retweet, 360 prefers, 28 images uploaded Source: Socialbakers 25/09 to 11/11 TWITTER: new high performing assets thanks to strong media target affinity and topic relevance
  9. 9. 19 novembre 2015 | Milano | Palazzo delle Stelline •  ‘New media‘ basato su campagne pubblicitarie amplificate da uten> segmenta> per Demographic e Aree di interesse. •  Uso dei canali web e mobile e dell’app adMingle creando un “Marketplace di Social & Personal Adver=sing” •  Connessione tra persone reali e brand u>lizzando vari modelli di misurazione e ritorno: aCPM, aCPC. •  Mingle.BuJon è un add on al sito, del brand che senza integrazione iniziale consente di interagire con i propri uten= abilitando la condivisione dei propri contenu= e la remunerazione della performance ai propri uten> su base aCPC, aCPM, aCPL, aCPA •  White Label e Co-branding permece la replica integrale dell piacaforma adMingle completamente brandizzata Agency - Brand •  Età •  Sesso •  Nazionalità •  Geo- localizzazione •  Interessi •  Automated Marke=ng e DIgital PR u>lizzando personaggi famosi (nel Web e non), Trendsecer, Blogger. Semplifcazione e automazione delle fasi amministra>ve, opera>ve con tracciamento delle a;vità e arricchimento del repor>ng
  10. 10. 19 novembre 2015 | Milano | Palazzo delle Stelline TWITTER: publishing ac=vity to further spread the campaign’s message with adMingle aCPM Objec=ve: Boost interac>ons and engagement in Twicer for the campaign #INSIEMEPERLAPREVENZIONE Strategy: Spread message coherent with the campaign (Inform, Share, Dedicate/ Donate) Ac=on: 3 Publishing campaigns based on CPM EFFECT/True reach Cluster Publisher: Age: 25 54+ Gender: M/F Interests: news, food, fashion& life style, health & wellness, family, marke>ng & communica>on nestlefitness.com/it/insiemeperlaprevenzione/ WEEK 41 (8-10 Oct) nestle-fitness.com/it/bra-cam/ WEEK 42 (15-16 Oct) INFORM SHARE DEDICATE nestle-fitness.com/it/dedica-un-nastro-rosa/ WEEK 43 (22-23 Oct)
  11. 11. 19 novembre 2015 | Milano | Palazzo delle Stelline …with significant results! o  True Reach: 750.000 o  followers publisher: 915.570 o  tweet e retweet: 176 o  Some published also on FB o  True Reach: 658.000 o  followers publisher : 643.000 o  tweet e retweet: 234 o  True Reach: 642.000 o  followers publisher : 824.634 o  tweet e retweet: 193
  12. 12. 19 novembre 2015 | Milano | Palazzo delle Stelline Nestlé Fitness the biggest contributor to create buzz and amplify Breast Cancer Awareness 3.500 conversa=ons on Brest Cancer in Italy 55% linked to Fitness campaign 1.492 men=ons of #insiemeperlaprevenzione 50 online press ar>cles for 49K/€ Source: Radian 6 25/09 to 11/11 1 8 15 28 23 30 Press Event in Rom and Milan Publishing ac>vity #ad Publishing ac>vity #ad Promoted Post Promoted Tweet Publishing ac>vity #ad
  13. 13. 19 novembre 2015 | Milano | Palazzo delle Stelline Key learnings 2014: ü  BraCam: emo=onal video to catch target and media aJen=on ü  Facebook: massive plaWorm to spread the message ü  TwiJer: crucial touch point to ac=vate the campaign ü  Publishing ac=vity: crucial to spread the message to relevant people who embrace the message campaign
  14. 14. 19 novembre 2015 | Milano | Palazzo delle Stelline THANK YOU Wai=ng for 2015 results!!!
  15. 15. Solo case history, niente #fuffa www.socialcasehistoryforum.com

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