Dynamic Engagement

6 touchpoints activated around “Crunch web radio”

Presence on:

“paid media”:

1/ Digital Campaign Display and search

2/ Mix TV (37%) + Digital (63%)

• used on national and satellite channels :30 days / 322 GRP on 11-24 yo / 24 million contacts

• used online with banners: 30 days / 2,4 millions impressions / 106 000 clics (CTR: 4,38%!)

“Earned media”:

3/ Fan comments and votes

“owned media”:

4/ Facebook Page

5/ Brand Website

6/ Cereal Packs

Results (ROI)

The most succesful Roi campaign for Nestle!

• 1 million fans on facebook (vs an objective of 350 000)

• Mobile Users: 30 000 downloaded apps

• Young talents: 2000 tracks provided

• Business: increased volume: +7,8% (versus 2% for the main competitor “Trésor”)

• Crunch's Cereals Fan page ranked in the top 25 Food & beverages fan pages in France

A cost per fan of 0.31 the lowest cost in Nestlé history!