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NUTS
Marketing Wars: how small brand could implement perfect attack strategy?

RAN IN: Russia

CLIENT
Nestle Russia LLC

AGENCY
Nestle Russia *Lead Agency


J. Walter Thompson Russia


SUMMARY

Imagine how many fun situations happen with people when they do not switch their brain on. Main reason-hunger. Nuts perfectly helps to satisfy hunger need due to unique whole hazelnut inside. That challenge was to deliver that value to consumers fighting against the media power of category giants who are bigger than Nuts. We took the best videos with fun situation, branded it, cut to 5-sec and put on VK. It surely worked, results was amazing, because people do not like to fail but likes to watch on others.

CASE VIDEO


Audience: We focused on chocolate bars target audience – young people aged 16-35. They all are heavy Internet users, and they spend a lot of time in social networks, mainly in VKontakte (according to Comscore data in Dec 2017, VKontakte reach for this TA group is 82.9%).

Objectives: We needed to capture as many consumers as possible at a limited budget and maximize the quality of the contact. We refined those targets, after choosing VK as focus communication channel. o    Best results in view-through rate (high VTR means that the ad was really interesting to the audience, since if they watched the ad till the end) – another challenge as previous 5-sec video VTR record belonged to KitKat! o    Get a lot of free earned video views at limited budget by users re-watching videos o    Share of market growth even at stagnating market

Type: B2C

Language: English, Russian