Influencers need to be chosen very carefully to fit each brand. “There has to be credibility. Otherwise, people think, 'Oh, we got paid.'” But by choosing them, Nestlé relinquishes all control. . Gandon explains: “Influencers create content. They don't change the content. It's their content. That's why you use them.”
Is she having sleepless nights because something is wrong? She smiles. “Yes, that's right. But when you touch the wood, it's been okay overall so far. I guess that's the beauty of being a big Swiss company. We're like, 'Oh. , there's this new hashtag, let's jump on the bandwagon.'' Don't rush. No, it will take more time. ”
focus on creativity
All other Nestlé marketing is produced by partner agencies. “There was a time when people were saying that you don't really need a creative agency in digital. I don't believe this. I truly believe that we will always need an advertising agency. ”
She continues to work with WPP and Publicis, agencies that Nestlé has worked with for decades. She has no interest in an in-house creative agency. She says, “If you're a really good creative, you want to work for a big international agency rather than a corporation.''
These agencies capture all of Nestlé's marketing assets in 41 content studios around the world. By centralizing content creation in a studio it owns, the company has cut its costs in half and is now able to deliver big productions and big campaigns at the same level of quality across this host of new platforms. “Just because you’re on YouTube doesn’t mean you have to look ugly or not well thought out.”
Get into the habit of collecting your own data
If YouTube can convince me to feed my cat Purina food, how can I convince her to buy it from the Purina website instead of Amazon? She smiled again. “That's a difficult question.” Nestlé's total online sales amounted to 17.1% of her and is on track to meet its first-party data goals.This advantage Focus on data quality, she says, it's mutual. “You'll get more personalized information about products for your cat. Companies always overestimate the value of third-party data,” she says.
