Nestlé Kosmostars Digital strategy

Advertising is dead

The product is Kosmostars. It is instant breakfast for child.

We need to find solution how to sell it

Goals

To get to the mother's kitchen;

Become a fallback breakfast for the child.

eat nothing24 %

sandwich22 % porridge

35 %

eggs and toasts8 %

instant breakfast11 %

Survey of 2371 Russian moms about what their children have on breakfast,

2012 year, minzdravsocrazvitia

Competitors VS instant breakfast

It is Olga. She is 34 years old. She live and work in Moscow. She is married and has two children. Polina is 8 years old and Michael is 6.

Mother's morning

In the daily life mothers regularly use lifehacks

Only healthy food moms Moms of light eaters

Modern moms Moms that don't bother

Creative brief

Human true – My mother always knows the answer and solution to any problem (in fact, ALWAYS).

Shift – When you do not know how to feed a child use the instant breakfast.

Insight – A woman is afraid to look in the eyes of the family and others a bad mother.

Strategic idea – An alternative solution to problems of everyday life mothers, which is usually better than the first version.

Mother always has

a Plan B.

Big Idea

Communication message

Be a good mother

The brand platform is an application at social network

Odnoklassniki. The main idea of the

application is lifehacks (read plans B)

Pragmatic mom Romantic mom Warrior mom

Peacemaker mom

Involve and customize

Advertising campaign

Distribute samples to the

moms

Talk about health

nutrition

Test for moms

Plan B

One year activation plan

Activation "Sampling"

Goal: to get to mothers' kitchen

Idea: Based on the basic idea to encourage the most active and successful mom-lifehackers, as well as those completed the questionnaire promo Kosmostars.

Placement: application on OK and 2-3 big sites (for example woman.ru)

Activation "Health"

The goal: To show the proximity of healthy breakfast

The idea: the programs and materials that help prepare healthy and wholesome food. 10 core courses and if haven't enough time then take Kosmostars

Placement: fan page Nestle on Odnoklassniki and Vkontakte

Activation "Test"

The goal: a simple test mechanics to engage moms and show that all the solutions are good if you have an alternative option (Plan B)

Idea: The test "What kind you're a mom". All mothers are good, but each in her own way. With the help of this test you know what kind mothers you are.

Placement: on the Kosmostars site with the ability to share the results on social networks

KPI

Amount of giving samples of packages of cereals

Coverage of all campaign activation

10 000 packages

5 000 000 users

Dank u!