Nestlé – RMB mixe Brand Content & Celebrity Marketing
Provide your clients with relevant content and enhance their consumer experience!
You want to capture your consumers' attention and create a real connection with them? Content creation, or 'branded content’, is a powerful strategy. It allows you to tell your brand's story while making it authentic and valuable for your clients.
When the content you offer benefits from the popularity and credibility of well-known personalities, it draws even more attention and builds trust among your consumers. This is known as 'celebrity marketing’.
Get inspired from the ‘Moi, papa’ campaign, created for Nestlé : a smart combination of branded content and celebrity marketing that increased the impact of the brand’s message among a young and connected audience.
Total podcast listening sessions
New site visitors
Additional site visits
Stronger client connections and higher engagement
Nestlé Baby&Me launched its "Daddy Corner," a digital platform designed specifically for young dads, addressing their need for information about their role in their (future) baby's life.
To enhance its website, the brand wishes to diversify content formats, including articles, testimonials, and expert interviews. The goal was to deliver valuable information in a compelling and customised manner for men aged 25-40 from Generation Y.
- Advertiser: Nestlé Baby&Me
- Target: young fathers (25-40 years)
- Goal: build a strong relationship by offering inspiring content
- Period: February - March 2021
- Medium: podcasts
- Main Media: digital platforms and streaming services
This was a true partnership where we leveraged each other’s strengths to deliver high-quality and relevant content for young parents. The production’s professionalism and the efforts made to promote this initiative on social media and TV were greatly appreciated. The cherry on the cake: the team was friendly and dedicated, which facilitated a seamless and pleasant collaboration.
Strategy
To guide Nestlé Baby&Me in content creation, a format tailored to young professionals' media consumption habits was chosen: the podcast. To host the capsules, RMB partnered with Adrien Devyver, one of RTBF’s key figures and a young father.
The concept’s key points:
- A native format that easily fits into the daily lives of the target audience
- The involvement of a well-known personality, Adrien Devyver, who played a central role in the campaign as an involved dad
- A communication style that is simple, inspiring, and in sync with Generation Y
- Podcasts that are both optimistic and serious
Media Plan
The Nestlé Baby&Me project resulted in the production of 5 podcasts entitled "Moi, papa." Adrien Devyver invited a series of experts to discuss the challenges, joys, stresses, and needs of young dads. A strong cross-media campaign was used to promote the content.
A range of channels to enhance effectiveness:
- Podcasts hosted on Nestlé's "Daddy Corner," Auvio (RTBF digital platform), Apple Podcasts, and Pocket Casts
- Promotion of the podcasts through an extensive TV campaign (120 spots on La Une & Tipik), radio (420 spots on Tipik & VivaCité), digital audio (RTBF online radios), and display (RTBF websites)
- Additional promotion via social media, notably through the Instagram accounts of Adrien Devyver, VivaCité, and the advertiser 'nestlebabybe'
- Each podcast was presented by Adrien Devyver himself on his live show on VivaCité
- A detailed article on the VivaCité website explaining the goals and ambitions of the podcasts
- Beyond the podcasts, Adrien Devyver also participated in "Dad Stories" on Nestlé Baby&Me's "Daddy Corner," featuring interviews with dads sharing their fatherhood experiences through powerful memories.
Results
The feedback from the ‘Moi, papa’ campaign showed strong engagement from dads who listened to the podcasts. Combining a well-known personality with a personalised branded content strategy proved effective in boosting brand visibility and loyalty.
Above expectations:
- With combined on-demand listening sessions and downloads, total consumption of the 5 podcasts reached record levels
- Thanks to the promotional campaign, Nestlé Baby&Me managed to attract (new visitors) and retain (returning visitors) its website audience
- Website traffic (number of visits) on Nestlé Baby&Me's site significantly increased during the podcast promotion campaign