digital strategy for kosmostrars - nestle. by "pretty fly"
DESCRIPTION
Презентация команды "Pretty Fly" для кампуса ИКРы 2013г. Данная стратегия была разработана и подготовлена при участии: Елена Зоркина Анастасия Шмагина Максим Корнев Дмитрий Зоркин Ролик снятый в поддержку "смерти рекламы" - http://www.youtube.com/watch?v=xBoPeQ0uIOcTRANSCRIPT
![Page 1: Digital Strategy for Kosmostrars - Nestle. by "Pretty Fly"](https://reader034.vdocument.in/reader034/viewer/2022052321/554cd52cb4c905cc488b4a87/html5/thumbnails/1.jpg)
Nestlé Kosmostars Digital strategy
![Page 2: Digital Strategy for Kosmostrars - Nestle. by "Pretty Fly"](https://reader034.vdocument.in/reader034/viewer/2022052321/554cd52cb4c905cc488b4a87/html5/thumbnails/2.jpg)
Advertising is dead
![Page 3: Digital Strategy for Kosmostrars - Nestle. by "Pretty Fly"](https://reader034.vdocument.in/reader034/viewer/2022052321/554cd52cb4c905cc488b4a87/html5/thumbnails/3.jpg)
The product is Kosmostars. It is instant breakfast for child.
We need to find solution how to sell it
![Page 4: Digital Strategy for Kosmostrars - Nestle. by "Pretty Fly"](https://reader034.vdocument.in/reader034/viewer/2022052321/554cd52cb4c905cc488b4a87/html5/thumbnails/4.jpg)
Goals
To get to the mother's kitchen;
Become a fallback breakfast for the child.
![Page 5: Digital Strategy for Kosmostrars - Nestle. by "Pretty Fly"](https://reader034.vdocument.in/reader034/viewer/2022052321/554cd52cb4c905cc488b4a87/html5/thumbnails/5.jpg)
eat nothing24 %
sandwich22 % porridge
35 %
eggs and toasts8 %
instant breakfast11 %
Survey of 2371 Russian moms about what their children have on breakfast,
2012 year, minzdravsocrazvitia
![Page 6: Digital Strategy for Kosmostrars - Nestle. by "Pretty Fly"](https://reader034.vdocument.in/reader034/viewer/2022052321/554cd52cb4c905cc488b4a87/html5/thumbnails/6.jpg)
Competitors VS instant breakfast
![Page 7: Digital Strategy for Kosmostrars - Nestle. by "Pretty Fly"](https://reader034.vdocument.in/reader034/viewer/2022052321/554cd52cb4c905cc488b4a87/html5/thumbnails/7.jpg)
It is Olga. She is 34 years old. She live and work in Moscow. She is married and has two children. Polina is 8 years old and Michael is 6.
![Page 8: Digital Strategy for Kosmostrars - Nestle. by "Pretty Fly"](https://reader034.vdocument.in/reader034/viewer/2022052321/554cd52cb4c905cc488b4a87/html5/thumbnails/8.jpg)
Mother's morning
![Page 9: Digital Strategy for Kosmostrars - Nestle. by "Pretty Fly"](https://reader034.vdocument.in/reader034/viewer/2022052321/554cd52cb4c905cc488b4a87/html5/thumbnails/9.jpg)
In the daily life mothers regularly use lifehacks
![Page 10: Digital Strategy for Kosmostrars - Nestle. by "Pretty Fly"](https://reader034.vdocument.in/reader034/viewer/2022052321/554cd52cb4c905cc488b4a87/html5/thumbnails/10.jpg)
Only healthy food moms Moms of light eaters
Modern moms Moms that don't bother
![Page 11: Digital Strategy for Kosmostrars - Nestle. by "Pretty Fly"](https://reader034.vdocument.in/reader034/viewer/2022052321/554cd52cb4c905cc488b4a87/html5/thumbnails/11.jpg)
Creative brief
Human true – My mother always knows the answer and solution to any problem (in fact, ALWAYS).
Shift – When you do not know how to feed a child use the instant breakfast.
Insight – A woman is afraid to look in the eyes of the family and others a bad mother.
Strategic idea – An alternative solution to problems of everyday life mothers, which is usually better than the first version.
![Page 12: Digital Strategy for Kosmostrars - Nestle. by "Pretty Fly"](https://reader034.vdocument.in/reader034/viewer/2022052321/554cd52cb4c905cc488b4a87/html5/thumbnails/12.jpg)
Mother always has
a Plan B.
Big Idea
![Page 13: Digital Strategy for Kosmostrars - Nestle. by "Pretty Fly"](https://reader034.vdocument.in/reader034/viewer/2022052321/554cd52cb4c905cc488b4a87/html5/thumbnails/13.jpg)
Communication message
Be a good mother
![Page 14: Digital Strategy for Kosmostrars - Nestle. by "Pretty Fly"](https://reader034.vdocument.in/reader034/viewer/2022052321/554cd52cb4c905cc488b4a87/html5/thumbnails/14.jpg)
The brand platform is an application at social network
Odnoklassniki. The main idea of the
application is lifehacks (read plans B)
![Page 15: Digital Strategy for Kosmostrars - Nestle. by "Pretty Fly"](https://reader034.vdocument.in/reader034/viewer/2022052321/554cd52cb4c905cc488b4a87/html5/thumbnails/15.jpg)
Pragmatic mom Romantic mom Warrior mom
Peacemaker mom
Involve and customize
![Page 16: Digital Strategy for Kosmostrars - Nestle. by "Pretty Fly"](https://reader034.vdocument.in/reader034/viewer/2022052321/554cd52cb4c905cc488b4a87/html5/thumbnails/16.jpg)
Advertising campaign
Distribute samples to the
moms
Talk about health
nutrition
Test for moms
Plan B
One year activation plan
![Page 17: Digital Strategy for Kosmostrars - Nestle. by "Pretty Fly"](https://reader034.vdocument.in/reader034/viewer/2022052321/554cd52cb4c905cc488b4a87/html5/thumbnails/17.jpg)
Activation "Sampling"
Goal: to get to mothers' kitchen
Idea: Based on the basic idea to encourage the most active and successful mom-lifehackers, as well as those completed the questionnaire promo Kosmostars.
Placement: application on OK and 2-3 big sites (for example woman.ru)
![Page 18: Digital Strategy for Kosmostrars - Nestle. by "Pretty Fly"](https://reader034.vdocument.in/reader034/viewer/2022052321/554cd52cb4c905cc488b4a87/html5/thumbnails/18.jpg)
Activation "Health"
The goal: To show the proximity of healthy breakfast
The idea: the programs and materials that help prepare healthy and wholesome food. 10 core courses and if haven't enough time then take Kosmostars
Placement: fan page Nestle on Odnoklassniki and Vkontakte
![Page 19: Digital Strategy for Kosmostrars - Nestle. by "Pretty Fly"](https://reader034.vdocument.in/reader034/viewer/2022052321/554cd52cb4c905cc488b4a87/html5/thumbnails/19.jpg)
Activation "Test"
The goal: a simple test mechanics to engage moms and show that all the solutions are good if you have an alternative option (Plan B)
Idea: The test "What kind you're a mom". All mothers are good, but each in her own way. With the help of this test you know what kind mothers you are.
Placement: on the Kosmostars site with the ability to share the results on social networks
![Page 20: Digital Strategy for Kosmostrars - Nestle. by "Pretty Fly"](https://reader034.vdocument.in/reader034/viewer/2022052321/554cd52cb4c905cc488b4a87/html5/thumbnails/20.jpg)
KPI
Amount of giving samples of packages of cereals
Coverage of all campaign activation
10 000 packages
5 000 000 users
![Page 21: Digital Strategy for Kosmostrars - Nestle. by "Pretty Fly"](https://reader034.vdocument.in/reader034/viewer/2022052321/554cd52cb4c905cc488b4a87/html5/thumbnails/21.jpg)
Dank u!