Download - Adpro Nestle Tasty
Tasty Digital StrategySpecially for Nestle
July 2015
Content
1. Situation
2. TA overview
3. Insight and solution
4. Creative ideas
Situation
Situation: competitors thoroughly occupied fundamental values in the TA perception
Hunger, Energy, Pleasure, Taste
Situation: Tasty hasn’t yet conquered its own territory
What associations does Tasty have?
What benefits and emotions does it evoke?
Situation: Tasty hasn’t yet conquered its own territory
Ordinary chocolate waffle bar
What associations does Tasty have?
What benefits and emotions does it evoke?
Brand Opportunity
Increase active consideration
and following re-purchase
To get Tasty into TA's perception
«Moment that puts in the right mood for whatever’s
next»
TA Overview
Target audience
• young professionals, work on the first job• have high expectations• want to live comfortably
and do what they like• wait for a big chance
which, they think, they will get later• do not have enough confidence to risk –
«what if something goes wrong»
Men/Women20-30Cities
It is necessary for Tasty to make an effort to be present in the top of mind
TA’s chocolate bars consumption
63%
57% buy 2-3 brands
13% buy one specific brand
30% buy what is available
Number of brands TA considers before purchase
Source: TNS, 2014/4+2015/1; TA: 20-30, average income and higher, internet users
Social networks and consumption of entertainment content are the main actions of TA on the Internet
TA Internet penetration
87%
68% use social networks
63% watch video
54% visit interesting websites
54% share content
Source: TNS, 2014/4+2015/1; TA: 20-30, average income and higher
Target audience: information environment
Compatriots' success stories, startuppers, downshifters,
travelers…
Target audience: information environment
«They are so positive and optimistic.Probably they are just lucky…»
TA insight
I want be envied, not to envy!
Brand will help people feel the moment when
they can see life from another perspective,
put them in the right mood for whatever’s next,
escape the routine and bring some fun into their
lives.
Brand added value
Tasty is for real optimists!
Brand territory
It is cool to be an optimist!
An optimist:• sees the positive side in any moment • notices little pleasant things• wants to change the world for the better• makes people around happier• is not afraid to use a chance because
failures are not scary
With Tasty you will become
an optimist in a moment!
Brand Message
Our plan!
Tasty is ordinary chocolate waffle bar
I want to be envied, not to envy!
+With Tasty you will
become an optimist in a moment and it will put you
in the right mood for whatever’s next
Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
Activations’ calendar
Digital Campaign 1
Ambient Campaign
2
Digital Campaign 3
SMM campaign (Facebook, VK and Twitter)
TV In-store
Digital Campaign 1
Optimists club
Digital Campaign 1: Goals
SalesMake TA
to consider and re-purchase Tasty
Conveybrand message and Involve TA
in communication with brand
Build maximal TA reach
on the effectivefrequency
Business goals Marketing goals Communication goals Media goals
Conquer the territory of optimism
Idea
With Tasty you are always in a good mood. You are ready
to climb
the highest mountain and move only up and forward.
That is why we decided to build our campaign on
optimism,
which Ukrainian celebs will share and fill others with.
Celebrities take part in campaign to be role-models for
people.
Teaser/I-video
To have maximally engaging wow-effect we decided to make a video with Ukrainian celebs singing
an optimistic song. It will make a bright and memorizing media campaign with good viral potential.
Main page
The first thing which one can see at the promo-site is introduction of celebs with a date under each of it telling
when this person will create personal video-motivators in real-time mode.
Promo-site
On the site there will be short information about the campaign. Call to action looks maximally laconic and amusing
with branded iconography.
Promo-site
At the promo-site user can describe his problem and post it in social network.
Promo-site
A team prepares personalized optimistic video-answer. In some time user gets the answer from the person who
motivates this day on his page in social network (in comments). User clicks on the link and return to the site to
watch video
Promo-site
At one of promo-site’s pages users can watch video-answers. The video of a celebrity also is saved at the YouTube channel.
Promo-site
Users can join the Optimists Club in Facebook, VK and Twitter, to stay active and happy.
Promo-site: automatic mode
In five days the site continues to fill people with positive emotions, but in automatic mode. A user chooses a topic and worry. The site automatically picks a prepared suitable video-answer. One can share the video at social network page.
Short mechanics
Promocampaign
User visits promo website,
explores conditions
User writes his problem/question
,shares it in social
network
Team and celebrity prepare personal video message for a
user
Video messageis located
in commentsunder user’s post
User’s friendssee the post insocial network
Ecosystem
Video ads
Banners
Fb and VKpromo
Promosite
Users’ post in SN+
Celebrity video
Social mediaviral reach
Ambient Campaign 2
Optimism Catcher
Ambient Campaign 2: Goals
Sales Drive purchase
Conveybrand message via entertaining communication
Catch TA in point of sales and evoke
viral reach
Business goals Marketing goals Communication goals Media goals
Idea
It is a common knowledge, that people like to make
photos and selfies. It is fun and brings joy. Moreover,
almost on every photo people smile. That is why we
decided to continue our campaign by creation of photos
for people to associate Tasty with positive emotions what
evoke optimism as for the future.
The process
Vending machines and branded stoppers will be placed at shopping malls. The stoppers will be near
shelves with “Tasty” confectionary sticks to draw the attention of consumers and inform about the
“positive campaign”.
The process
Vending machine will be equipped with sensor screen and camera. Everybody will be able to make an optimistic
photo and capture a positive moment. For that one has to carry Tasty to the camera and it will react on logo by
shooting.
The camera reacts on special signs on the packing. To print photos, one needs to authorize via social network
and share positive photos at one’s page.
Short mechanics
Digital photo cabin is placed in
theshopping center
near supermarket
User explores rules
of machine usage or instore promo.Buys the Tasty.
User comes up to the photo cabin,camera reacts to
the bar and makes a series of photos
User logs in via machine in social
network and shares photos
Machine prints photo which user
can take away
User’s friendssee the post insocial network
Ecosystem
Traffic in theshopping center
Instore promo/POS
Digitalphoto cabin
Users’ post in SNSocial mediaviral reach
Photograph
Digital Campaign 3
Converter of Optimists
Digital Campaign 3: Goals
SalesMake TA
consider and re-purchase Tasty
Conveybrand message and Involve TA
in communication with brand
Build accurate and cost-effective
TA reach
Business goals Marketing goals Communication goals Media goals
Idea
Life is beautiful, but sometimes blue usually because of
some nonsense. Pessimism just slows the development of
a person, upsets and draws back. That is why we decided
to create converter of optimists which will correct one’s
frame of mind and help to perceive life through the prism
of optimism.
Converter of optimists
Banners will attract people to our interactive site.
Converter of optimists
After clicking on banner user will get to the site. Then a site starts a dialogue and asks to write
what worries a person. After that there appears a button “convert the problem”.
Converter of optimists
Then we deliver a message “Soon you will get some optimism! Wait for the signs on the
Internet”
Converter of optimists
Also we offer users to be aware of the optimistic news with the help of Tasty’s
communities.
Converter of optimists
We launch personalized banners for everybody, which affords to look at the problem from a
different perspective. The banner pursues a person until user visits a site for the second time.
Several teams including copywriters, designers, managers will work on banner campaign.
Converter of optimists
We inform people who visit the site for the second time that they passed the conversion of
optimism successfully
Converter of optimists
And offer user to read more optimistic advices and to share optimism at social network
Short mechanics
Promocampaign
User visits promo website,
writes his problem/question that worries him
Team prepares personal banner with optimistic
solution of the user’s problem
Banner is displayed to the
userusing
remarketing technology
Click on the banner leads to the page with an offer to share it
in social networks
User’s friendssee the post insocial network
Ecosystem
Banners
Fb and VKpromo
Promosite
Personal banner+
Remarketing
Social mediaviral reach
Social Media
Recommendations
What should we do in SMM?
1.Offer our fans ideas of tasty positive life
2.Inspire them to do MORE
3.Put #positive in center of attention
4.Only GOOD news ;)
5.Help solving problems
TASTY = POSITIVE
SMM Communication platform
Facebook: content example
Optimistic Twitter-channel
Specialized Twitter account dedicated to alternative optimistic news.
The news are told in the following way: first the piece of news is sad, then goes
positive ending with hashtag #bemoreoptimistic.
Thanks!