Nestle’s Breakers campaign with Shazam leads to faster innovation
Nestlé is slashing campaign development time to months
The success of a partnership between Nestlé and Shazam has proven to the confectionary and FMCG giant it can reduce campaign development and roll-out from years to months or less, the head marketer for Nestlé confectionary has revealed.
Nestlé is moving to shift more of its budget into digital engagement strategies as its partnership with Shazam continues to drive sales of the Kit-Kat line.
Nestlé partnered with Shazam and J. Water Thompson to roll-out an election campaign timed to match the announcement of the July 2 poll, proving that its increasing shift to digital was allowing it a new level of flexibility and engagement.
Think you’d better watch Prof. Mark Ritson’s lecture at AANA last week (YouTube it) . Hopefully you’ve got the strategy right and not just going mobile for the sake of it. No really, watch it Chris.
Bob, note the line beginning “Our TV ad…”. Nestle is one of the smartest digital innovators in FMCG globally, yet they know they still need traditional media channels to move the dial when they have millions of units to shift nationally across their portfolio of brands. They don’t need Ritson to tell them what’s bleedin’ obvious, though I agree that many do. Ritson’s voice is a welcome balance for the industry in my view. Meeker vs Ritson on stage… that would be entertaining