The only thing I will say is that "Good" and "goodness" are starting to become meaningless the more brands use them. As Anthony Bourdain would say, "it's ubiquitous".
- Storytelling is critical: Both executions, particularly Adoption, is a well-honed story – a story with humanity that leaves enough unsaid that the viewer brings their own experiences into the experience and therefore it becomes more engaging.
- Human insights are key: The core insight is really about how food is central to human bonding and social experience. In both commercials, food serves as a bridge, a connection, an expression of love and understanding between siblings, husband and wife and just people.
- Smart marketers own the category benefit: Food is an effective way to share our goodness. This is the underlying emotional benefit of food, besides its ability to sustain us physically. By linking Nestlé to this underlying category benefit, Nestlé looks bigger, more purposeful and more relevant to life than just being a food manufacturer.
- Break The Mold: Somewhere a client or a series of clients made some bold calls. First, they decided to launch the campaign online. Second, they approved story lines where the brand is the hero without the product being the hero or appearing all over the story. Third, they approved scripts that took on out of the ordinary topics. And finally, they understood that we live in a connected world and had their agencies seed, enable and leverage sharing.
- Recognize and leverage the power of new media: Many marketers see digital and new media – even today in India and often around the world – as an after thought, an add-on or something one does to claim it is in the plan. The reality is that in places like India, which is the second largest market for Facebook with 100 million users (also Twitter’s and Linked In’s second largest market) and a highly mobile (soon in India 250 million smart phones), new media is as much media as old media and can allow for far more flexibility to create and distribute an idea. Why not start with the idea first and then determine the media rather than starting with the :30 or the print ad?
Sunday, August 17, 2014
Lessons from Nestle's Share Your Goodness campaign
+ Take a peek at the "Why Nestlé’s “Share Your Goodness” is More Than Good" post from Rishad, Chairman of DigitasLBi and Razorfish for some nice insights. My favorite bit from him in this post is below: