Client:Nestlé Philippines
Project: Pledge to be Good
Services: Facebook Application
The Challenge:
Apart from launching new flavors, NFSY also wanted to get more women to snack healthily.
The Strategy:
Communicate that NFSY stands for the good things that one can do for one's own body, and life in general.
The Execution:
The Pledge to be Good campaign encouraged the target to drop bad things from her life and replace these with good ones.
Consumers could also upload their headshots to create a dancing avatar. Several kinds of dancing could be chosen, such as cheer dancing, belly dancing and hiphop. The user could then include a line to cheer for her team.
The dancing avatar could be shared, posted on their own sites or sent to friends through email.
The Results:
The campaign reached its target of 1,000 pledges in 4 months. Banners posted on the Nestle Wellness site gathered 350 views, 78 clicks, or 22.29% CTR. On the NUFFNANG blog network, banners got 196,980 views in July alone, 286 clicks, or .15% CTR.
For more information, Email Melissa.Crucillo@ogilvy.com or give her a call at 885-0001 local 101.