1. Nestlé’s target participant is young women looking to create delicious dishes and
desserts in an easy, practical way. The core audience comes from Costa Rica, a country
which participated in the World Cup. Nestle’s participants sought to pamper family and
friends through easy-but-tasty recipes.
Participant
By investing $9,600 on Facebook ads over two months, we were able to grow Nestlé's
Ideas para Consentir’s Facebook community and increase its fan page’s engagement
rates. Ideas para Consentir was able to meet and surpass its competitors in less time
than expected.
Performance
A two-phase media strategy was launched:
1) Reach and gain new fans
• Phase one took place over the month of May, targeting female Facebook
users between the ages of 18 and 35, focusing on Costa Rica, Panama and
Honduras
2) Generate interactions from a larger fan base
• Phase two took place over the month of June, just after the World Cup
started
Performics aligned content marketing strategy with media buying strategy. June’s
content posts were scheduled in line with the World Cup. Content celebrated the
performance of the teams, in particular Costa Rica, whose fans created the largest
portion of ideas for Nestlé's fan base.
Plan
Scoring a Winning Goal for Nestlé
Against the Competition
89,360 new fans gained.
58.69% growth
8.83% increase in active
users during June
0.48% increase in fan
page’s Engagement Rates
Nestlé’s Leche Evaporada IDEAL and La Lechera’s biggest competitor in the region is
Leches Dos Pinos. The brands have been competing to have the largest community on
Facebook and highest engagement rates since its pages launched.
Challenge
58,080 Likes, Comments
and Shares in two months