Nestle Print FACELESSBOOK - PLAYING SECRET SANTA ON FACEBOOK by Ogilvy & Mather Lisbon

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FACELESSBOOK - PLAYING SECRET SANTA ON FACEBOOK

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Industry Dairy products & Eggs, Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
Market Portugal
Agency Ogilvy & Mather Lisbon
Creative Director Jorge Coelho
Art Director Luiz Fernando Costa
Copywriter Pedro Aguiar
Released December 2011

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: NESTLÉ PORTUGAL
Product/Service: NESTLÉ
Agency: OGILVY & MATHER PORTUGAL
Creative Director: Jorge Coelho (OgilvyOne Portugal)
Art Director: Fernando Costa (OgilvyOne Portugal)
Copywriter: Pedro Aguiar (OgilvyOne Portugal)
Account Executive: Cátia Pitrez (OgilvyOne Portugal)
Digital Media Specialist: Nelson Pimenta (OgilvyOne Portugal)
Media placement: Banners - Nestlé Saboreia A Vida Site (Www.nestle.pt) - 14 December 2011
Media placement: Email Marketing - Nestlé Database - 14 December 2011
Media placement: Posts - Http://www.facebook.com/NestlePT - 14 December 2011

Describe the objective of the promotion.
Christmas is a season for sharing and Nestlé wants to make a Christmas campaign that engages both fans of the brand’s Facebook pages and consumers registered on Nestlé’s database. The goal was to have more Facebook fans registering and customers on the database interacting more with the brand’s recipe page.

Describe how the promotion developed from concept to implementation.
We created Facelessbook, an app that allows you to play Secret Santa on Facebook, turning a place where you go to share into a world of secrets and subverting the whole concept of a social network. Participants had to create a secret profile, with a nickname and secret profile picture, and could invite up to 5 friends. Fans could then play by sending secret messages and virtual presents to their friends all through the holiday season, daring them to guess their secret identities.

Explain why the method of promotion was most relevant to the product or service.
Fans would have to register on Nestlé’s site in order to play, fulfilling the goal of increasing the number of registered fans, and could learn how to make secret Christmas recipes using Nestlé products. Every present, message, comment or 'like' counted as points, without ever revealing the Secret Santa’s true identity. Friends who got more involved in the virtual game would win a real present, delivered home by Nestlé with the disclosure of their Secret Santa’s secret identity. The final reveal reinforced Nestlé’s role has a brand that brings family and friends together.

Describe the success of the promotion with both client and consumer including some quantifiable results.
2637 people used Facelessbook to play Secret Santa, inviting 7,647 friends, with a total of 40,586 interactions. Nestlé’s Facebook page got 4,781 new fans, the biggest monthly increase all year, by far exceeding the client’s expectations.