nestle fitness cereali: il coinvolgimento dei publisher nel digital media mix della campagna...
TRANSCRIPT
Nestlé Fitness Cereali IlcoinvolgimentodeipublisherconadMingleneldigitalmediamixdellacampagna#insiemeperlaprevezione
19 novembre 2015 | Milano Palazzo delle Stelline
LuciaRasche;–Marke>ngManagerNestleFitnessGiampaoloChielloCEOItaliaadMingle@gchiello
19 novembre 2015 | Milano | Palazzo delle Stelline
NestléFitnessencourageswomentotakecareofthemselves
19 novembre 2015 | Milano | Palazzo delle Stelline
NestléFitnesswantstospreadtheimportanceofBreastCancerAwareness
19 novembre 2015 | Milano | Palazzo delle Stelline
Howtoac=vatethecampaignsuccessfully?
LocalScien=ficPartnertovalidatethemessageofthecampaignandgaincredibility
Nosalesdona=onmechanic
NestléFitnessrole:amplifythe“breastcancerpreven=on”messageofLILTwithposi=vetone
Messagecampaignpillars
19 novembre 2015 | Milano | Palazzo delle Stelline
EngagingandsuccessfulVIDEOstrategytocatchtargetaJen=onandleadittoinforma=ve
PLAYLIST
TOENGAGE30MioviewsintheWorld!About1MioinItaly!
TOINFORM
Source:YouTubeAnaly>cs25/09to11/11
19 novembre 2015 | Milano | Palazzo delle Stelline
FACEBOOK:engagingplaWormtoshareinforma=onwithinthecommunity
Source:Socialbakers25/09to11/11
Effec>vesynergybetweeninterna=onalandlocal,plannedandlivePOSTS&VIDEO
IncreasingENGAGEMENTRATE,INTERACTIONSandFANORGANICGROWTH
19 novembre 2015 | Milano | Palazzo delle Stelline
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
19 novembre 2015 | Milano | Palazzo delle Stelline
• ‘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
19 novembre 2015 | Milano | Palazzo delle Stelline
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)
19 novembre 2015 | Milano | Palazzo delle Stelline
…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
19 novembre 2015 | Milano | Palazzo delle Stelline
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
19 novembre 2015 | Milano | Palazzo delle Stelline
Keylearnings2014:
ü BraCam:emo=onalvideotocatchtargetandmediaaJen=on
ü Facebook:massiveplaWormtospreadthemessage
ü TwiJer:crucialtouchpointtoac=vatethecampaign
ü Publishingac=vity:crucialtospreadthemessagetorelevantpeoplewho
embracethemessagecampaign