Greenpeace vs Nestle Kit Kat social influence case study

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Greenpeace launched a global campaign to get Nestlé to stop buying unsustainable palm oil from Sinar Mas, a global supplier that was destroying the south east Asian rainforests where orangutan’s were being threatened.
I ran a social media analysis using Alterian SM2 to see how the Kit Kat brand in Australia was affected by Greenpeace campaign. The results show a clear negative impact on Kit Kat's brand sentiment, that's clearly attributable to Greenpeace's localising the campaign.

Greenpeace vs Nestle Kit Kat social influence case study

  1. Greenpeace vs Nestlé Kit Kat A study in social media influence
  2. Kit Kat Greenpeace Palm Oil lobbying
  3. Greenpeace - Kit Kat Palm Oil lobbying • 17th March 2010 - UK Greenpeace posted a gory parody video of the standard Kit Kat – Take A Break ad, showing an office worker gnawing on an orangutan’s finger instead of a Kit Kat bar, and the tag line “Kit Kat Killer” • The aim was to get Nestlé to stop buying unsustainable palm oil from Sinar Mas, a global supplier that was destroying the south east Asian rainforests where orangutan’s were being threatened • The campaign took off globally, with many people posting boycott Kit Kat messages on Twitter, YouTube and Facebook. • The Nestlé Facebook page was overrun with people begging Nestlé to stop using palm oil and killing the orangutans. Nestlé deleted the messaging and responded with angry comments faced additional backlash for handling their social badly • Greenpeace globally used other peaceful demonstrations on and offline • By 20th May 2010, only 10 weeks later, Nestlé announced it would stop sourcing the unsustainable palm oil, a huge victory for Greenpeace and social networking
  4. Greenpeace takes 33% of the conversation - Using Alterian SM2 to monitor keywords & isolating Australia only
  5. Kit Kat 926 mentions – Jan to July 2010 - Using Alterian SM2 to monitor keywords & isolating Australia only
  6. Kit Kat Mentions – Jan to July 2010 Initial launch of Greenpeace video and campaigning Success of Greenpeace campaign - Using Alterian SM2 to monitor keywords & isolating Australia only
  7. Kit Kat-Greenpeace – Sentiment - Using Alterian SM2 to monitor keywords & isolating Australia only
  8. Kit Kat – Sentiment is influenced by Greenpeace campaign 247 of very negative & 44 of somewhat negative are the Greenpeace related negative campaign - Using Alterian SM2 to monitor keywords & isolating Australia only
  9. Twitter is the primary channel for mentions (Kit Kat) - Using Alterian SM2 to monitor keywords & isolating Australia only
  10. Twitter is the primary channel for mentions (Greenpeace) - Using Alterian SM2 to monitor keywords & isolating Australia only
  11. SIM (Social Influence Marketing) Score Jan – July 2010 Neutral Positive Negative SIM Score Kit Kat 395 73 337 0.16 1.00 is the highest possible score Kit Kat extremely low score due to Greenpeace campaign
  12. SIM (Social Influence Marketing) Score August – Sept 2010 Neutral Positive Negative SIM Score Kit Kat 63 24 20 0.63 Kit Kat score recovers after the resolution to the Greenpeace campaign
  13. KitKat Nestlé & Greenpeace Learnings • Greenpeace campaign succeeded in taking down the sentiment of KitKat to an extremely low level • Nestlé gave fuel to the campaign by having the YouTube video banned initially, causing international news services to pick it up, and giving the campaign oxygen (it went viral soon after) • Nestlé did not pro-actively respond using any social media, instead deleted Facebook comments and posted angry status updates around the use of the Nestlé logo by people within Facebook who wanted to bring awareness to the Greenpeace campaign, which caused even more uproar • Nestlé failure in social and its lack of social crisis management contributed significantly in Greenpeace success in the social campaigning • Two Australian specific tactical campaigns for KitKat - Desk Jockey and Take Back Time were launched early June to combat the negative impact of Greenpeace on the brand, but did not get enough traction to offset the overall decrease in brand sentiment until well after the capitulation of Nestlé
  14. Tiphereth Gloria Social Media Strategist http://twitter.com/tiphereth http://www.digitaltip.com.au

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