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Nestlé creativity session Jul12th send .pdf



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Nestlé 2017
Creativity session
Jul 2017

Source: Placeholder text. Delete this box if source is not needed.

o

Introduction

o

Nestlé media guidelines for brand campaigns

o

Need of speed. Capture attention in a mobile world.

o

Cannes Facebook 2017 creative awards

o

Q&A

2

Introduction
Florence Trouche,
Business Director Facebook France

Media Best Practices for
Brand Objectives
Taylor Clarke,
Global Client Partner on Nestlé

We begin with your business objectives:
“Drive” Metrics:
• Reach
• Brand uplift
• Sales uplift
VS.
Metrics to simply “Watch”
(engagement metrics, view
metrics, etc)

Nestlé-Facebook research reinforces that maximizing Reach is the
most effective approach for growing brands

Source: Nestlé-Facebook Global Research Meta-analysis 2013
Source: Placeholder text.

UK Dunnhumby FB
Meta-Analysis

EMEA-Facebook research reinforces that maximizing Reach is the most effective
approach for growing brands
Household penetration

Buying household
spend
1.3%

4.1%
3.6%

2.6X

Sales lift

Return on ad spend
from the campaign
3.7%

3.6%

£815,002

1.03X

9.4X

0.5%

£86,417

Bottom half Top half reaching
reaching
campaigns
campaigns

Bottom half Top half reaching
reaching
campaigns
campaigns

Data analysed: 37 Facebook and Placement Optimisation campaigns from May 2015 to December 2016

Bottom half Top half reaching
reaching
campaigns
campaigns

Bottom half Top half reaching
reaching
campaigns
campaigns

How to maximize Reach
1

2

3

4

5

Prioritize

Utilize
Facebook to
complement
marketing mix

Target
audiences
that SCALE

Utilize
Reach and
Frequency
Tool

Leverage
Placement

Target all category
buyers and
category buyers.
Microtargets lead
to microoutcomes

Utilize Facebook
solutions that
enabled you to
predictably plan for
reach and frequency
sufficiency

Support fewer,
bigger, better
activations to
improve reach
+ effectiveness

Extend TV reach
for key initiatives
OR use Facebook
as primary reach
driver when you
are priced out of
TV

Optimization

Pool Facebook and
Instagram inventory
into the same buy to
maximize unique reach
across the world’s
largest mobile
channels

Need of Speed.
Capture attention in a mobile world
Marie-Claude Garneau,
Creative Strategist

ARE YOU BUILDING FOR
PEOPLE?

OUR BRAINS ARE FAST
AND GETTING FASTER

THE ETERNITY OF 1 SECOND
0.00

0.25

0.50

0.75

1.00 sec

0.25

0.50

0.75

1.00 sec

0.50

0.75

1.00 sec

0.50

0.75

1.00 sec

process a thought (2001)
St Andrew’s & Parma Universities; 2001

0.00

0.30
process a thought (2014)
M.I.T. “In the Blink of an Eye” Study

0.00
0.03

0.25

process a thought from an image (2014)
M.I.T. 2014 “In the Blink of an Eye” Study

0.00
0.013

0.25

AWWW

PEOPLE THUMB THROUGH 300 FEET
OF CONTENT EVERY DAY ON FEED

THAT'S RIGHT.
PEOPLE THUMB
THROUGH
ONE STATUE
OF LIBERTY
EVERY DAY
ON FEED.

Source: Facebook internal data.

WE EVOLVE FEED
TO CATCH UP WITH PEOPLE

WHO'S EVOLVING?

The Late Late Show with James Corden
This Carpool Karaoke with Bruno Mars is absolute magic.

1 hr vs. 14 min

1.28M vs. 107.6M Views

Tasty
Nutritious Pancakes 4 Ways #TastyJunior
FULL RECIPE: http://bzfd.it/2hA0s9J

45 min vs. 45 sec

Daytime Cooking 1.2M,
Tasty Video 11M

Apple
iPhone 7 / 7 Plus summarized by Apple in 107 seconds.
Is this the best ad of iPhone yet? Let us know.

Mobile Native content 6 sec

450,000 Views,
800K comments

ARE WE THINKING ENOUGH
ABOUT MOBILE?

IMMEDIATE

70%

On-the-go

20%

INTERACTIVE

IMMERSIVE

10%

Lean forward

Lean back

ARE WE THINKING ENOUGH ABOUT
SHORT FORM MOBILE VIDEO?

HOW MUCH TIME DO I GET?

CONSUMER CHOICE
IS DECOUPLING
REACH &
ATTENTION

AND NEW CRAFT
TRADITIONAL
COPYWRITING

NEW STORY ARCS

ART DIRECTION

FRAMING

CINEMATOGRAPHY

COMPRESSION

MOTION DESIGN

LOOPING

CS + ELMOTIONLAB

LAY'S STAX
Art direction
Motion design

8 sec

Heinz

100% natural ingredients.

AFRICA

HEINZ
Motion design & framing

10 sec

Lysol
No one protects like a mother.

MCCANN

LYSOL
Compression

3 sec

GOOGLE
Compression

3 sec

Luvs

All moms are experts by their second kid and are more likely to
choose LUVS.

LUVS
Idea Reimagined

6 sec

IT'S NOT A FORMULA

IT'S A NEW ART FORM

IMMEDIATE

70%

On-the-go

20%

INTERACTIVE

IMMERSIVE

10%

Lean forward

Lean back

BRINGING IT ALL TOGETHER

FEARLESS GIRL
McCann

IMMEDIATE

State Street Global Advisors

Celebrating every woman this
day.#IWD

INTERACTIVE

IMMERSIVE

SUMMARY
1) The audience controls the media buy
2) Media reach is dependent on attention which is dependent on creative.
3) Master your short game.
4) Create a content ecosystem. But don't NOT do the short assets.

Cannes Nestlé
Facebook creative Awards
Taylor Clarke,
Global Client Partner on Nestlé

CREATIVE MERIT

CREATIVE MERIT

THE
POWER
OF
PIZZA
DIALLING MAGGI
MUSE MOMENTS
t

FRANCE

GERMANY

AUSTRIA

BELGIUM

SWITZERLAND

CHALLENGE

SOLUTION

Position SPECIAL.T as the best brand for tea ritual
across five European priority markets (France,
Germany, Austria, Belgium, Switzerland) in Q4
2016.

SPECIAL.T drove prospective consumers down the
purchase funnel with media and creative working
hand-in-hand:

SPECIAL.T used TV to build brand awareness and
uniquely leveraged Facebook to impact the entire
purchase funnel.

· Served a broad base of consumers a Video asset
adapted from the TVC.
· Retargeted consumers with immersive ad formats,
such as 360 Video.
· Maintained consistent frequency over 12 weeks to
eventually drive online conversion via Carousel Link
Ads

RESULTS
+9.3pt lift in ad recall*
+5pt lift in brand affinity*
Cost per acquisition CHF 81 (goal CHF 125)

BRONZE WINNER

BRONZE WINNER

WAGNER BIG PIZZA
t

GERMANY


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