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

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. 19 novembre 2015 | Milano | Palazzo delle Stelline
BREAST CANCER AWERNESS CAMPAIGN:
OCTOBER 2014

3. 19 novembre 2015 | Milano | Palazzo delle Stelline
Nestlé Fitness encourages women to take care
of themselves

4. 19 novembre 2015 | Milano | Palazzo delle Stelline
Nestlé Fitness wants to spread the
importance of Breast Cancer Awareness

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. 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. 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. 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. 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. 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. 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. 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. 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. 19 novembre 2015 | Milano | Palazzo delle Stelline
THANK YOU
Wai=ng for 2015 results!!!

15. Solo case history, niente #fuffa
www.socialcasehistoryforum.com