Hallmark Campaign – Nestle: Share Your Goodness
Hallmark Campaign – Nestle: Share Your Goodness
Nestlé has hit a nerve with its latest “Share Your Goodness” campaign. This series of heart-warming ads has emotionally resonated with millions of people in India, as well as a larger set of the global population via social/online media.
It is a great example of next generation storytelling and its message has struck a chord in many a heart, largely because the campaign leveraged a number of new media tricks – from online video with extended versions to smart search optimization and seeding its own hash tag #ShareYourGoodness to enable sharing and discovery.
But the campaign is a success for more reasons than just great storytelling and new media tricks. So why did this campaign succeed and what can we learn from it as global marketers? The lessons are surprisingly less about digital technology and more about analogue humanity.
1. Storytelling is critical: Both executions, particularly Adoption, is a well-honed story – a story with humanity that leaves enough unsaid that the viewer brings their own experiences into the experience and therefore it becomes more engaging.
2. Human insights are key: The core insight is really about how food is central to human bonding and social experience. In both commercials, food serves as a bridge, a connection, an expression of love and understanding between siblings, husband and wife and just people in general.
3. Smart marketers own the category benefit: Food is an effective way to share our goodness. This is the underlying emotional benefit of food, besides its ability to sustain us physically. By linking Nestlé to this underlying category benefit, Nestlé looks bigger, more purposeful and more relevant to life than just being a food manufacturer.
4. Break the Mould: Somewhere a client or a series of clients made some bold calls. First, they decided to launch the campaign online. Second, they approved story lines where the brand is the hero without the product being the
Nestlé has hit a nerve with its latest “Share Your Goodness” campaign. This series of heart-warming ads has emotionally resonated with millions of people in India, as well as a larger set of the global population via social/online media.
It is a great example of next generation storytelling and its message has struck a chord in many a heart, largely because the campaign leveraged a number of new media tricks – from online video with extended versions to smart search optimization and seeding its own hash tag #ShareYourGoodness to enable sharing and discovery.
But the campaign is a success for more reasons than just great storytelling and new media tricks. So why did this campaign succeed and what can we learn from it as global marketers? The lessons are surprisingly less about digital technology and more about analogue humanity.
1. Storytelling is critical: Both executions, particularly Adoption, is a well-honed story – a story with humanity that leaves enough unsaid that the viewer brings their own experiences into the experience and therefore it becomes more engaging.
2. Human insights are key: The core insight is really about how food is central to human bonding and social experience. In both commercials, food serves as a bridge, a connection, an expression of love and understanding between siblings, husband and wife and just people in general.
3. Smart marketers own the category benefit: Food is an effective way to share our goodness. This is the underlying emotional benefit of food, besides its ability to sustain us physically. By linking Nestlé to this underlying category benefit, Nestlé looks bigger, more purposeful and more relevant to life than just being a food manufacturer.
4. Break the Mould: Somewhere a client or a series of clients made some bold calls. First, they decided to launch the campaign online. Second, they approved story lines where the brand is the hero without the product being the