Grandma-Tested Goodness [image] STV DDB Milan para Kinder

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Grandma-Tested Goodness [image]

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Sector Panadería y Pastelería, Dulces
Media Digital, Case study
Mercado Italia
Agencia STV DDB Milan
Executive Creative Director Michelangelo Cìanciosi, Luca Cortesini
Art Director Domenico Prestopino
Copywriter Elsa Tomassetti
Agencia de production Indiana Production Company
Director Giacomo Boeri
Publicado octubre 2016

Premios

Cannes Lions 2017
PR Practices & Specialisms: Content-led Engagement & Marketing Bronze Lion

Creditos y descripciones

Title: Grandma-Tested Goodness
Agency: Stvddb
Brand: Ferrero
Country: Italy
Entrant Company: Stvddb, Milan
Advertising Agency: Stvddb, Milan
Production Company: Indiana Production Company, Milan
Executive Creative Director: Michelangelo Cianciosi (Ddb Group Italy)
Executive Creative Director: Luca Cortesini (Ddb Group Italy)
Copywriter: Elsa Tomassetti (Ddb Group Italy)
Art Director: Domenico Prestopino (Ddb Group Italy)
Director: Giacomo Boeri (Indiana Productions)
Executive Producer: Karim Bartoletti (Indiana Productions)
Director Of Photography: Stefano Etter (Indiana Productions)
Producer: Martina Zambeletti (Indiana Productions)
Account Director: Barbara Damonte (Ddb Group Italy)
Account Manager: Riccardo Calò (Ddb Group Italy)
Execution:
The grandmas’ adventures were posted on the Kinder website and social media channels (Facebook and YouTube) from October 21 to December
2016. Starting with their being called into action across Italy and continuing with their journey to Kinder’s factory, their careful inspection and their final judgment. Their adventures were also aired as video banners and editorial projects, which were widely reported on by newspapers, food bloggers and influencers invited to meet and interview the grandmas right after their experience.
Strategy:
All kids love prepackaged sweet snacks, but what about Italian parents and relatives? Social and digital listening showed that families were becoming more and more suspicious. To reassure them that Kinder sweet snacks were genuine, we couldn’t just say so, we needed to prove it. That’s why we decided to open Kinder’s factory doors to the most expert and demanding food creators ever: Italian grandmothers.Their opinion after the visit was reported by bloggers, influencers and daily newspapers, and the resonance of their experience allowed us to open the Kinder factory’s doors virtually for all Italian families.
Campaign Description:
Grandma-tested goodness. The top authorities on the subject of genuineness were called into action across Italy. So, a determined task force of real italian grandmas set off to inspect the factory where they make Kinder sweet snacks. They scoured every corner, checked the ingredients and asked the most inconvenient questions. They also made their remarks, gave a few tips and did some tasting too. Before handing down their final judgement.
Outcome:
More than 6 million views, +40% Site traffic, 30% of Awareness. Likeability 82% (Source: Ipsos Connect Dec 2016). 11M Total Reach. 30.000 Total interactions.Over 70 million Media impressions.Perception of product quality +21%, Perception of overall genuineness +25%, Brand differentiation +26%, Intention to buy + 25%. (Compared to Ipsos Connect parameter, source: Ipsos Connect Dec 2016). Consideration: industry best in class. (Source: Google Brand Survey).
Relevancy:
Through the experience and opinions of a group of grandmas, the top authorities on the subject of sweet snacks and genuineness, we reached and reassured a much broader target: all Italian families that already use the product and most importantly the sceptical ones too.The grandmas were better loved and more popular than any celebrity or testimonial Kinder has ever hired on and off line. Their experience gained the attention not only of our public, but also of food websites and blogs and even of news outlets.
Synopsis:
In recent years, the attention paid by Italian families to a healthy diet and eating well has grown significantly and many have started to make healthier decisions. This trend has reflected negatively on industrial food consumption and on what people think about prepackaged sweet snacks. The subject of genuineness had to be approached in the most direct and open way possible.