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NUTS
Silence of Nuts

RAN IN: Russia

CLIENT
Nestle Russia LLC

AGENCY
Nestle Russia *Lead Agency


J. Walter Thompson Russia


SUMMARY

Imagine how many fun situations happen with people when they do not switch their brain on. Main reason-hunger. Nuts perfectly helps to satisfy hunger need due to unique whole hazelnut inside. That challenge was to deliver that value to consumers fighting against the media power of category giants who are bigger than Nuts. We took the best videos with fun situation, branded it, cut to 5-sec and put on VK. It surely worked, results was amazing, because people do not like to fail but likes to watch on others.

CASE VIDEO


Audience: For 5 years many things are changed, and as we fought the competitor, we focused on its target audience – – young people aged 16-35. They all are heavy Internet users, and they spend a lot of time in social networks, mainly in VKontakte (according to Comscore data in Dec 2017, VKontakte reach for this TA group is 82.9%). Their main activity in VK is watching\sharing funny video and messaging, this fact rooted the choice of brand platform.

Objectives: We had very simple and ambitious targets: o    Best results in view-through rate (high VTR means that the ad was really interesting to the audience, since if they watched the ad till the end) – another challenge as previous 5-sec video VTR record belonged to KitKat, another Nestle brand! o    Get a lot of free earned video views at limited budget by users re-watching them o    Share of market growth even at stagnating market And, finally, to remind our consumers that even with small bar we can beat the market.

Type: B2C

Language: English, Russian