Nestle – viral video campaigns destroy brand image
Nestle has brought out a suite of viral videos, that are sure to cause a lot of discussion on how bad they are. Benny Hill reruns springs to mind. However mixing the marketing shouldn’t mean mixing the messages – telling consumers on one hand that the company wants to engage with them, to listen to…
Nestle has brought out a suite of viral videos, that are sure to cause a lot of discussion on how bad they are. Benny Hill reruns springs to mind. However mixing the marketing shouldn’t mean mixing the messages – telling consumers on one hand that the company wants to engage with them, to listen to them in social media channels, exchange dialogue yet on t’other scream at them from the TV, radio, newspaper and viral video sites “on brand” messages is just schizophrenic.
Is Nestle’s demographic horny men lusting after Germanic farm girls in braids, or educated women and mothers who do the shopping? Dunno, suspect the latter.
Actually, sorry Benny old man, your skits were funnier though not to my taste. There’s something here in the vein of “Man does not live on bread alone” ads, but less brave. They featured a medieval baker disappearing into the back room with a Heidi for some slap ‘n tickle but were actually connected to the brand (a supermarket bread) more closely.
I just don’t see Heidi as being the face of Nestle do you ?
Shoot the agency, get a strategy rather than campaigns. If you think of a social media strategy as steps to be taken in this order :
- What does the customer want from us, our Values
- Where do we engage, Social Spaces
- How do we develop Social Identity, our Profile, Social Brand
- What Roles do we undertake (customer service, marketing, visionary)
- Influencers and engagement
- Etiquette and human-in-corporate voice, (often moved into 3.)
- Campaigns and viral spiked events (short term)
- Rituals and ethnographic anthropology
- Ripple effect and promotional tribes
Then you can see campaigns come in a 7. I’m guessing they hadn’t looked at how to work in a longer term engagement within social media.
I really wish companies would think twice before inflicting these “viral” messages on us. I truly believe that a “COME AND GET IT!!!!” traditional shouty message conflicts with the “We want to engage with you” softly approach. Nestle need to get on message or they are in danger of destroying their credible brand image. Sooner rather than later.
RT @SilkCharm: Nestle wins viral ad campaign, destroys Brand in process http://bit.ly/lDHexp #fakeHeadline #orNot #SocialMedia
RT @SilkCharm: Nestle wins viral ad campaign, destroys Brand in process http://bit.ly/lDHexp #fakeHeadline #orNot #SocialMedia
Nestle (again?!) – viral video campaigns destroy brand image http://bit.ly/jeXoIi via @SilkCharm
RT @larsv: Nestle (again?!) – viral video campaigns destroy brand image http://bit.ly/jeXoIi via @SilkCharm
oh no… RT @larsv Nestle (again?!) – viral video campaigns destroy brand image http://bit.ly/jeXoIi via @SilkCharm
RT @SilkCharm: Nestle wins viral ad campaign, destroys Brand in process http://bit.ly/lDHexp #fakeHeadline #orNot #SocialMedia
Not sure I even care about an ad these days but the food don’t look that good anyway, packed with salt, hydrogenated fat – the product is as artificial at the ad.
Great stuff! Reminds me of another viral video I saw on YouTube.
http://youtu.be/nci7h06XomQ
Nestle – viral video campaigns destroy brand image | @SilkCharm | Laurel Papworth http://ow.ly/525JT
RT @MariamCook: Nestle – viral video campaigns destroy brand image | @SilkCharm | Laurel Papworth http://ow.ly/525JT
RT @mariamcook: Nestle – viral video campaigns destroy brand image | @SilkCharm | Laurel Papworth http://ow.ly/525JT
La verdad es que no alcanzo a entender cómo le dejan al enemigo que haga sus campañas de marketing los de Nestlé. http://lnkd.in/iq2FMn