Nestle Fitness Cereali: il coinvolgimento dei publisher nel digital media mix della campagna...

Nestlé Fitness Cereali IlcoinvolgimentodeipublisherconadMingleneldigitalmediamixdellacampagna#insiemeperlaprevezione

19 novembre 2015 | Milano Palazzo delle Stelline

LuciaRasche;–Marke>ngManagerNestleFitnessGiampaoloChielloCEOItaliaadMingle@gchiello

19 novembre 2015 | Milano | Palazzo delle Stelline

BREAST CANCER AWERNESS CAMPAIGN: OCTOBER 2014


NestléFitnessencourageswomentotakecareofthemselves


NestléFitnesswantstospreadtheimportanceofBreastCancerAwareness


Howtoac=vatethecampaignsuccessfully?

LocalScien=ficPartnertovalidatethemessageofthecampaignandgaincredibility

Nosalesdona=onmechanic

NestléFitnessrole:amplifythe“breastcancerpreven=on”messageofLILTwithposi=vetone

Messagecampaignpillars


EngagingandsuccessfulVIDEOstrategytocatchtargetaJen=onandleadittoinforma=ve

PLAYLIST

TOENGAGE30MioviewsintheWorld!About1MioinItaly!

TOINFORM

Source:YouTubeAnaly>cs25/09to11/11


FACEBOOK:engagingplaWormtoshareinforma=onwithinthecommunity

Source:Socialbakers25/09to11/11

Effec>vesynergybetweeninterna=onalandlocal,plannedandlivePOSTS&VIDEO

IncreasingENGAGEMENTRATE,INTERACTIONSandFANORGANICGROWTH


Planned&RealTimeEDP;PromotedAccount/Tweet;

5.270followers(star>ngfrom580)

1.217men=onsof@NestleFitnessit

1.492men=onsof#insiemeperlaprevenzione

400tweets,1.124retweet,360prefers,28imagesuploadedSource:Socialbakers25/09to11/11

TWITTER:newhighperformingassetsthankstostrongmediatargetaffinityandtopicrelevance


•  ‘Newmedia‘basatosucampagnepubblicitarieamplificatedauten>segmenta>perDemographiceAreediinteresse.

•  Usodeicanaliwebemobileedell’appadMinglecreandoun“MarketplacediSocial&PersonalAdver=sing”

•  Connessionetrapersonerealiebrandu>lizzandovarimodellidimisurazioneeritorno:aCPM,aCPC.

•  Mingle.BuJonèunaddonalsito,delbrandchesenzaintegrazioneinizialeconsentediinteragireconipropriuten=abilitandolacondivisionedeipropricontenu=elaremunerazionedellaperformanceaipropriuten>subaseaCPC,aCPM,aCPL,aCPA

•  WhiteLabeleCo-brandingpermecelareplica

integraledellpiacaformaadMinglecompletamentebrandizzata

Agency-Brand•  Età•  Sesso•  Nazionalità•  Geo-

localizzazione•  Interessi

•  AutomatedMarke=ngeDIgitalPRu>lizzandopersonaggifamosi(nelWebenon),Trendsecer,Blogger.Semplifcazioneeautomazionedellefasiamministra>ve,opera>vecontracciamentodellea;vitàearricchimentodelrepor>ng


TWITTER:publishingac=vitytofurtherspreadthecampaign’smessagewithadMingleaCPM

Objec=ve:Boostinterac>onsandengagementinTwicerforthecampaign#INSIEMEPERLAPREVENZIONE

Strategy:Spreadmessagecoherentwiththecampaign(Inform,Share,Dedicate/Donate)

Ac=on:3PublishingcampaignsbasedonCPMEFFECT/TruereachClusterPublisher:Age:2554+Gender:M/FInterests:news,food,fashion&lifestyle,health&wellness,family,marke>ng&communica>on

nestlefitness.com/it/insiemeperlaprevenzione/WEEK41(8-10Oct)

nestle-fitness.com/it/bra-cam/WEEK42(15-16Oct)

INFORM SHARE DEDICATE

nestle-fitness.com/it/dedica-un-nastro-rosa/WEEK43(22-23Oct)


…withsignificantresults!

o  TrueReach:750.000o  followerspublisher:915.570o  tweeteretweet:176o  SomepublishedalsoonFB

o  TrueReach:658.000o  followerspublisher:643.000o  tweeteretweet:234

o  TrueReach:642.000o  followerspublisher: 824.634o  tweeteretweet:193


NestléFitnessthebiggestcontributortocreatebuzzandamplifyBreastCancerAwareness

3.500conversa=onsonBrestCancerinItaly

55%linkedtoFitnesscampaign

1.492men=onsof#insiemeperlaprevenzione

50onlinepressar>clesfor49K/€ Source:Radian625/09to11/11

18

15

28

23 30

PressEventinRomandMilan

Publishingac>vity#ad

Publishingac>vity#ad

PromotedPostPromotedTweetPublishingac>vity#ad


Keylearnings2014:

ü  BraCam:emo=onalvideotocatchtargetandmediaaJen=on

ü  Facebook:massiveplaWormtospreadthemessage

ü  TwiJer:crucialtouchpointtoac=vatethecampaign

ü  Publishingac=vity:crucialtospreadthemessagetorelevantpeoplewho

embracethemessagecampaign


THANKYOU

Wai=ngfor2015results!!!

Solo case history, niente #fuffa

www.socialcasehistoryforum.com

Nestle Fitness Cereali: il coinvolgimento dei publisher nel digital media mix della campagna...

Social Media

Transcript of Nestle Fitness Cereali: il coinvolgimento dei publisher nel digital media mix della campagna...