Tasty Digital StrategySpecially for Nestle

July 2015

Content

1. Situation

2. TA overview

3. Insight and solution

4. Creative ideas

Situation

Situation: competitors thoroughly occupied fundamental values in the TA perception

Hunger, Energy, Pleasure, Taste

Situation: Tasty hasn’t yet conquered its own territory

What associations does Tasty have?

What benefits and emotions does it evoke?

Situation: Tasty hasn’t yet conquered its own territory

Ordinary chocolate waffle bar

What associations does Tasty have?

What benefits and emotions does it evoke?

Brand Opportunity

Increase active consideration

and following re-purchase

To get Tasty into TA's perception

«Moment that puts in the right mood for whatever’s

next»

TA Overview

Target audience

• young professionals, work on the first job• have high expectations• want to live comfortably

and do what they like• wait for a big chance

which, they think, they will get later• do not have enough confidence to risk –

«what if something goes wrong»

Men/Women20-30Cities

It is necessary for Tasty to make an effort to be present in the top of mind

TA’s chocolate bars consumption

63%

57% buy 2-3 brands

13% buy one specific brand

30% buy what is available

Number of brands TA considers before purchase

Source: TNS, 2014/4+2015/1; TA: 20-30, average income and higher, internet users

Social networks and consumption of entertainment content are the main actions of TA on the Internet

TA Internet penetration

87%

68% use social networks

63% watch video

54% visit interesting websites

54% share content

Source: TNS, 2014/4+2015/1; TA: 20-30, average income and higher

Target audience: information environment

Compatriots' success stories, startuppers, downshifters,

travelers…

Target audience: information environment

«They are so positive and optimistic.Probably they are just lucky…»

TA insight

I want be envied, not to envy!

Brand will help people feel the moment when

they can see life from another perspective,

put them in the right mood for whatever’s next,

escape the routine and bring some fun into their

lives.

Brand added value

Tasty is for real optimists!

Brand territory

It is cool to be an optimist!

An optimist:• sees the positive side in any moment • notices little pleasant things• wants to change the world for the better• makes people around happier• is not afraid to use a chance because

failures are not scary

With Tasty you will become

an optimist in a moment!

Brand Message

Our plan!

Tasty is ordinary chocolate waffle bar

I want to be envied, not to envy!

+With Tasty you will

become an optimist in a moment and it will put you

in the right mood for whatever’s next

Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul

Activations’ calendar

Digital Campaign 1

Ambient Campaign

2

Digital Campaign 3

SMM campaign (Facebook, VK and Twitter)

TV In-store

Digital Campaign 1

Optimists club

Digital Campaign 1: Goals

SalesMake TA

to consider and re-purchase Tasty

Conveybrand message and Involve TA

in communication with brand

Build maximal TA reach

on the effectivefrequency

Business goals Marketing goals Communication goals Media goals

Conquer the territory of optimism

Idea

With Tasty you are always in a good mood. You are ready

to climb

the highest mountain and move only up and forward.

That is why we decided to build our campaign on

optimism,

which Ukrainian celebs will share and fill others with.

Celebrities take part in campaign to be role-models for

people.

Teaser/I-video

To have maximally engaging wow-effect we decided to make a video with Ukrainian celebs singing

an optimistic song. It will make a bright and memorizing media campaign with good viral potential.

Main page

The first thing which one can see at the promo-site is introduction of celebs with a date under each of it telling

when this person will create personal video-motivators in real-time mode.

Promo-site

On the site there will be short information about the campaign. Call to action looks maximally laconic and amusing

with branded iconography.

Promo-site

At the promo-site user can describe his problem and post it in social network.

Promo-site

A team prepares personalized optimistic video-answer. In some time user gets the answer from the person who

motivates this day on his page in social network (in comments). User clicks on the link and return to the site to

watch video

Promo-site

At one of promo-site’s pages users can watch video-answers. The video of a celebrity also is saved at the YouTube channel.

Promo-site

Users can join the Optimists Club in Facebook, VK and Twitter, to stay active and happy.

Promo-site: automatic mode

In five days the site continues to fill people with positive emotions, but in automatic mode. A user chooses a topic and worry. The site automatically picks a prepared suitable video-answer. One can share the video at social network page.

Short mechanics

Promocampaign

User visits promo website,

explores conditions

User writes his problem/question

,shares it in social

network

Team and celebrity prepare personal video message for a

user

Video messageis located

in commentsunder user’s post

User’s friendssee the post insocial network

Ecosystem

Video ads

Banners

Fb and VKpromo

Promosite

Users’ post in SN+

Celebrity video

Social mediaviral reach

Ambient Campaign 2

Optimism Catcher

Ambient Campaign 2: Goals

Sales Drive purchase

Conveybrand message via entertaining communication

Catch TA in point of sales and evoke

viral reach

Business goals Marketing goals Communication goals Media goals

Idea

It is a common knowledge, that people like to make

photos and selfies. It is fun and brings joy. Moreover,

almost on every photo people smile. That is why we

decided to continue our campaign by creation of photos

for people to associate Tasty with positive emotions what

evoke optimism as for the future.

The process

Vending machines and branded stoppers will be placed at shopping malls. The stoppers will be near

shelves with “Tasty” confectionary sticks to draw the attention of consumers and inform about the

“positive campaign”.

The process

Vending machine will be equipped with sensor screen and camera. Everybody will be able to make an optimistic

photo and capture a positive moment. For that one has to carry Tasty to the camera and it will react on logo by

shooting.

The camera reacts on special signs on the packing. To print photos, one needs to authorize via social network

and share positive photos at one’s page.

Short mechanics

Digital photo cabin is placed in

theshopping center

near supermarket

User explores rules

of machine usage or instore promo.Buys the Tasty.

User comes up to the photo cabin,camera reacts to

the bar and makes a series of photos

User logs in via machine in social

network and shares photos

Machine prints photo which user

can take away

User’s friendssee the post insocial network

Ecosystem

Traffic in theshopping center

Instore promo/POS

Digitalphoto cabin

Users’ post in SNSocial mediaviral reach

Photograph

Digital Campaign 3

Converter of Optimists

Digital Campaign 3: Goals

SalesMake TA

consider and re-purchase Tasty

Conveybrand message and Involve TA

in communication with brand

Build accurate and cost-effective

TA reach

Business goals Marketing goals Communication goals Media goals

Idea

Life is beautiful, but sometimes blue usually because of

some nonsense. Pessimism just slows the development of

a person, upsets and draws back. That is why we decided

to create converter of optimists which will correct one’s

frame of mind and help to perceive life through the prism

of optimism.

Converter of optimists

Banners will attract people to our interactive site.

Converter of optimists

After clicking on banner user will get to the site. Then a site starts a dialogue and asks to write

what worries a person. After that there appears a button “convert the problem”.

Converter of optimists

Then we deliver a message “Soon you will get some optimism! Wait for the signs on the

Internet”

Converter of optimists

Also we offer users to be aware of the optimistic news with the help of Tasty’s

communities.

Converter of optimists

We launch personalized banners for everybody, which affords to look at the problem from a

different perspective. The banner pursues a person until user visits a site for the second time.

Several teams including copywriters, designers, managers will work on banner campaign.

Converter of optimists

We inform people who visit the site for the second time that they passed the conversion of

optimism successfully

Converter of optimists

And offer user to read more optimistic advices and to share optimism at social network

Short mechanics

Promocampaign

User visits promo website,

writes his problem/question that worries him

Team prepares personal banner with optimistic

solution of the user’s problem

Banner is displayed to the

userusing

remarketing technology

Click on the banner leads to the page with an offer to share it

in social networks

User’s friendssee the post insocial network

Ecosystem

Banners

Fb and VKpromo

Promosite

Personal banner+

Remarketing

Social mediaviral reach

Social Media

Recommendations

What should we do in SMM?

1.Offer our fans ideas of tasty positive life

2.Inspire them to do MORE

3.Put #positive in center of attention

4.Only GOOD news ;)

5.Help solving problems

TASTY = POSITIVE

SMM Communication platform

Facebook: content example

Optimistic Twitter-channel

Specialized Twitter account dedicated to alternative optimistic news.

The news are told in the following way: first the piece of news is sad, then goes

positive ending with hashtag #bemoreoptimistic.

Thanks!