Insert image here Winning in a Connected World Tom Buday Global Head of Marketing and Consumer Communication Pete Blackshaw Global Head of Digital Marketing and Social Media Michelle Alvarillo Global Category Leader, Dairy Strategic Business Unit Sebastien Szczepaniak Global Head of Sales and eBusiness Unit
50
Embed
Winning in a Connected World - Nestlé Global · Winning in a Connected World Tom Buday ... market share since relaunch ... New MILO App Mum’s nutrition and performance dashboard
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Insert image here
Winning in a ConnectedWorld
Tom BudayGlobal Head of Marketing and Consumer Communication
Pete BlackshawGlobal Head of Digital Marketing and Social Media
Michelle AlvarilloGlobal Category Leader, Dairy Strategic Business Unit
Sebastien SzczepaniakGlobal Head of Sales and eBusiness Unit
2
This presentation contains forward looking statements which
reflect Management’s current views and estimates. The
forward looking statements involve certain risks and
uncertainties that could cause actual results to differ
materially from those contained in the forward looking
statements. Potential risks and uncertainties include such
factors as general economic conditions, foreign exchange
fluctuations, competitive product and pricing pressures and
regulatory developments.
Disclaimer
EXCELLENCE IN CONSUMER
COMMUNICATION
DIGITALLY-POWERED
INNOVATION
3
DRIVING TO CONVERSION ON
ECOMMERCE
Our Digital and eCommerce Growth Agenda
OUR AMBITION: TO BE THE INDUSTRY LEADERS IN DIGITAL AND ECOMMERCE
Excellence in Consumer Communication
4
EXAMPLES FROM ANECDOTES TO
SCALED PERFORMANCE
SCORECARD
Dramatically Reshaping Brand Perception: Lean Cuisine, USA
6.5 million video views
+33% brand perception
RESULTS
+300bps market share since relaunch
KEY SUCCESS FACTORS
Convinced women the brand understands what is
important to them
Drove positive conversations and sentiment
5
Inspiring Women to Make a Difference throughCooking: Maggi Diaries, Middle East
6
Inspiring Women to Make a Difference throughCooking: Maggi Diaries, Middle East
35 million video views
Volume up 90% in UAE, 14% in Kuwait,
10% in Lebanon
RESULTS
All time high market share at 85%; +500bps
KEY SUCCESS FACTORS
Locally relevant content, powered with deep
insight on culture and aspiration.
Maggi as catalyst to make a difference in everyday
cooking.
You &
MAKE THE DIFFERENCE
7
Award Winning Mobile Site – Nestlé.com
RESULTS
#1 on The World's Best Corporate Websites -
Bowen Craggs & Co. Index of Online Excellence
2016
KEY SUCCESS FACTORS
Design and navigation that puts usability first
Actively managed FAQ section signals
transparency and openness to dialogue
8
RESPECT FOR TIMELESS
FUNDAMENTALS
9
From Anecdotes to Scaled PerformanceBUILDING CAPABILITIES GLOBALLY AND STAYING AHEAD
Brand Building the Nestlé Way
(BBNW)
CLOSE PARTNERSHIP WITH
KEY PLATFORM OWNERS
RELENTLESS TESTING,
LEARNING AND SHARING
10
Relentless Testing, Learning and Sharing
Global Digital & Social Media Team works with pilot markets to build guidance
Learnings distributed across markets for implementation at local level
John Lewis, Nestlé and Tesco first
UK brands to use Pinterest adsBy Omar Oakes
Testing, Learning and Adapting: Coffee-Mate Natural Bliss
11
2015 RESULTS
4.1 million video views, 80% earned
media impression
+3% brand awareness
2016 RESULTS
5.9 million video views, 53% earned
media impression
+23% brand awareness
2015 2016
Mobile Feed Optimized Creative: Coffee-Mate Natural Bliss
12
Original TV Spot
Optimized Video
“Nestle took their TV ad for Natural Bliss Coffee Creamer and, in less than
a day, edited it for mobile feed by creating a new opening and adding text
overlays to relay their message without sound.
They showed both the original TV ad and the mobile ad on Facebook.
The original TV ad drove a 4-point increase in ad recall.
The mobile optimized version, however, drove an even stronger 10
point increase in ad recall and a 7 point increase in product
awareness.”
Source: Facebook results based on Nielsen Brand Effect studies, Coffee-Mate Natural Bliss campaign, Dec 2015
RESULTS
Ad
Recall
Product
Awareness
4 pts
10 pts
2 pts
7 pts
Optimized
Video
Original
TV Spot
Sheryl Sandberg,
COO, Facebook
Facebook Q1 2016 Earnings Call,
April 2016
Recognition from Key Global Partners
13
“For over four years, Nestle has been
one of our most advanced and
progressive business partners across
ad formats, research methodology,
platform experimentation, and
capability building. And their results
over-index the industry.”
- Carolyn Everson, VP Global
Marketing Solutions, Facebook
“Nestlé have long been highly effective
using traditional media to build brands
and communicate with consumers. In a
few short years we have seen a big
shift. More agile, innovative, more
digital and emerging as a leader in the
consumer packaged goods industry. ”
- Matt Britton, President of EMEA
Business & Operations Google
14
Digital Working
Media
SHIFTING NON-WORKING TO
WORKING DIGITAL MEDIA
Digital Non-
Working Media
2014 2015
29%
71%
25%
75%
Source: Nestlé Internal Data, 2015
ABOVE INDUSTRY SOCIAL
CREATIVE IMPACT
Source: Nielsen Brand Effect Studies, NIM US
Ad
Recall
Brand
Favourability
Purchase
Intent
1
4
10
17
2
6
0US CPG
Norm
Nestlé
1
Points
PROGRAMMATIC BUYING ABOVE
INDUSTRY AVERAGE
Source: E-Marketer – UK, US, China: Programmatic Digital Display Ad Spending 2013-16