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Nestlé Cheerios

The Challenge

A digital campaign, using Nestle’s social media channels (Weibo and Wechat) that had been inactive for almost 2 years.   Also, the concept of a “western” style breakfast is still developing within the region.  Making what can be seen as a traditional breakfast cereal interesting and exciting to social media users in China is a difficult proposition.

The Results

The campaign became a trending topic on Weibo for 1.5 days

Total ad impressions exceeded 3,400,000

TVC views exceeded 250,000

Nestle experienced a spike in product sales during the campaign

Significant increases in followers on both Wechat and Weibo

H5 Games

KOL Engagement

THE STRATEGY/TACTICS

– Reactivating Nestle Cheerios’ social platforms with interesting topics and follower engagement with useful and engaging content

– Develop an exciting HTML5 game for Wechat that incorporates the Cheerios product and health knowledge

– Use Weibo ads used during campaign cycle to target users for HTML5 game participation, product purchase, and TVC promotion

– Key influencer engagement – Use 15  highly-respected nutrition & health bloggers with large follower numbers including Nestle’s own in-house nutritionist to promote all campaign activities

Weibo ads

Weibo Mini-campaign

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