In the name of "truth", touch the emotional resonance of the Spring Festival

In the fierce competition in the Spring Festival marketing campaign, Nestle launched a brand marketing campaign of "select quality, select Nestle" based on "quality", ingeniously combined with the warm atmosphere of the Spring Festival, and carefully planned a brand communication campaign that touched people's hearts. This activity not only strengthened the image of Nestle as a high-quality food brand, but also narrowed the distance with consumers and improved the brand's popularity and loyalty through in-depth emotional communication.

Insight User transmission Deliver 「 really 」 real value

Nestle is keenly aware that consumers' pursuit of food quality is growing day by day, especially during the Spring Festival, when people visit relatives and friends and give gifts to each other, they have far higher requirements for food brand and quality than usual. Based on this, brand choice combines its own quality commitment with the emotional elements of the Spring Festival to create a warm and convincing story. By showing every link from raw material procurement to finished product packaging, Nestle has shown the public its meticulous attention to product quality, and also conveyed the sincere humanistic care behind the brand.

「 really 」 Solid materials, 「 really 」 A feeling of truth

"Truth" is the soul of the whole film

From real material to reality

From truth to truth

From true feelings to true feelings

This marketing campaign is carried out around three "truths" - real materials, truth and true feelings. In the film, Nestle selected five key production scenes, including Nestle Coffee Yunnan Planting Base, Nestle Yiyang Milk Powder Laboratory, Crispy Shark Quality Inspection Center, Taitaile Chicken Essence and Xu Fuji Shaqima Production Workshop, and traveled through Pu'er, Yunnan, Tianjin, Harbin Shuangcheng, Shanghai and Dongguan, Guangdong, recording Nestle people's professionalism and dedication with exquisite lens language.

The real quality production process, the real Nestle employees' practical interpretation and the real emotional expression of mutual protection between people together constitute the core emotional expression of the film.

In the film, we can see:

Teacher Hou, agronomist of Nestle Coffee Center, is carefully cultivating coffee beans;

Feng Jiangbei, a physical and chemical analyst of Nestle Crisp Shark, is meticulously testing the product quality;

Ma Qianran, a microbiological analyst of Nestle Yiyang Milk Powder, inspected petri dishes day after day;

Xu Chunfeng, manager of Taitaile Chicken Essence Workshop, controls and sticks to the fresh taste in the factory;

Wang Yaolin, the quality director of Xu Fuji Sha Qima, created a delicious miracle with whole egg liquid and noodles;

At the end of the film, we saw the warm picture of thousands of families sharing Nestle food during the Spring Festival. Every detail was full of true feelings, which made the audience deeply feel the warmth and power of Nestle brand.

The film has effectively deepened the public's understanding of Nestle Group's brands. Through clever shooting techniques, it naturally conveys that Nestle has been in China for 30 years, striving to expand its business landscape, and has been committed to providing everyone with the concept of "quality food, a better life".

The Link of Creativity -- The Journey of Passion of "Trolley"

In order to make the transition between different production scenes more natural and smooth, the creative team introduced the ingenious design of small carts. This anthropomorphic trolley has become the soul of the whole film. It symbolizes every step of the journey of Nestle products from the source to the table, carrying the brand's unremitting pursuit of quality and deep care for consumers.

This trolley is not only a medium for delivering products, but also a emotional bond connecting various scenes, witnessing the birth of Nestle products. As the trolleys slowly drive into thousands of households, the theme of the film has been sublimated. Nestle is not only a brand providing high-quality delicious food, but also a partner guarding the happy moments of families.

Nestle CNY participated in Jingdong Super Brand Day to build a quality feast

At the end of the year, Nestle Group joined hands with JD to present the "Nestle Group JD Super Brand Day" from December 23 to 27. This quality feast not only interprets the true meaning of the brand "select quality, select Nestle", but also ignites the upsurge of purchasing New Year's goods, bringing consumers a chance to purchase high-quality New Year's goods. During the event, Nestle, together with more than ten well-known brands including Wyeth, Chao Qi Neng En, Nestle Coffee and Xu Fuji, made a strong landing and participated in a full range of products, covering mother and baby, coffee, snacks, pets, health science products, condiments and other categories, to meet the needs of family consumption in all aspects. Through a series of promotional activities, such as "One yuan for Nestle", "9.9 yuan for New Year's blind box", and luxury gifts in live interaction, Nestle not only enables consumers to enjoy benefits, but also experience the sincerity and warmth of the brand. In addition, the participation of Wang Anyu, the "Nestle China Quality Ambassador", and the appearance of the flash store "Nestle Good Products Factory", both added color to the event and attracted the attention and participation of a large number of young consumers.

Full media coverage and deep penetration of target groups

In order to ensure effective access to information, Nestle has adopted a multi-channel and multi-level media delivery strategy.

Visual impact: big screen broadcast in 14 places in 9 cities

Large screen advertising rotation was conducted at 14 locations in nine cities, including Chengdu, Chongqing, Nanjing and Tianjin, to ensure the high exposure rate of Nestle advertising in the core business districts and crowded areas of each city.

Social interaction: advertising in circle of friends

By using the precise positioning function of the social platform, Nestle advertising was launched to the friend circle of target consumers in two waves: the first wave of star friend circle launched at the end of December had strong interaction, and it was channeled to JD to promote sales; the second wave of card friend circle launched at the beginning of January, consolidated the brand core of "select quality Nestle", and improved the pertinence and interaction of advertising.

Daily penetration: 14 cities exposed by ladder media

Advertisements were placed on the elevator media in residential areas of 14 cities, including Shanghai, Guangzhou, Shenzhen and Chengdu, covering more scenes of daily life and increasing the contact opportunities between brands and consumers.

Star effect ： Quality Ambassador Wang Anyu Circle Powder

Making full use of the influence of celebrity personal social platform, quality ambassador Wang Anyu released Nestle brand content on his microblog and Xiaohongshu social platform, attracting a large number of fans' attention, and becoming more young target groups for brand fans.

Implantation strategy of popular dramas: Multigroup Deep penetration

During the CNY period, the media focused on Tencent Super Theater, and the advertising content covered a large number of annual hot dramas, such as the Second Season of More Than a Year, The Ever Night Star River, The Rose Storm, True Hero, The Great Cao Xuanxuan, Run, Doctor, Crime Hunting Guide 2, Dafeng Dagen, Station, etc.

The most ingenious thing is the launching strategy in the recent popular drama "Nine Purple", which uses the story and climax of current users' attention to improve users' attention and strengthen advertising attraction and memory.

from From the large screen ads in the core business district of the city to the accurate push of the circle of friends on the social platform and the touch of star fans, to the implantation and cooperation of popular movies and TV plays, each touch point aims to maximize brand exposure and carry out customized communication for specific audiences. Especially during the ending of "Nine Purple", which was widely watched by the public, Nestle further enhanced the memory of the advertisement by way of pre screening, and realized the perfect match between the brand concept and the climax of the plot.

Great achievements, good reputation and good sales

This CNY marketing campaign has initially achieved remarkable results, which not only won widespread praise from consumers, but also directly promoted the growth of sales performance. In addition, the heated discussion on social media also proved the success of this activity, and the reading and interaction of related topics continued to soar, forming a good brand effect and social influence.

To sum up, Nestle China's CNY marketing case successfully created a brand image with both temperature and strength by accurately understanding users' demand for quality, innovative content creation and efficient emotional transmission. In the future, Nestle will continue to adhere to the commitment of "select quality, select Nestle", continue to explore new marketing models, and continue to deepen the public awareness of Nestle's high-quality food.