Nestle Yogurt Pledge to Be Good Campaign

I was tinkering around with my gaming blog when I saw a new ad the Nuffnang is currently serving. To those who don’t know what Nuffnang is, they’re a blog advertising network. Basically companies can approach them to launch ad campaigns on the blogs that are in the network of Nuffnang. Anyway, moving on to the ad, it’s a new online campaign from Nestle Yogurt called “Pledge to be good”. This is pretty much a brand-building (imaging) activity aimed to reinforce the idea that Yogurt is healthy and is a good alternative to whatever snack. Details, analysis, and screen shots of the various steps of the campaign after the break.

Here’s the banner ad that I saw on my blog. What’s good here is that the ad is interactive. It’s not your normal static billboard-like image which a lot of companies and agencies love to use. It prompts you to input text on something that you’ll ditch (Goodbye) and something that you’ll replace it with (Hello).

Here’s the interesting part. After you go through the process and decide to go to their site, you’re not led to a product site with all the details of Yogurt and what have you. Instead, you’re led to a Facebook fan page. The fan profile explains that if this project gets at least 10,000 pledges, Nestle will donate P50,000 to a charitable institution. This communication flow reminds me of one of the articles I wrote a few weeks ago about using Social Networks as the front page for your business.

After the Facebook Fan Page, you can click the “ADD THIS APPLICATION” and you’re led to this:



In this page you make your pledge. You fill out a quick form and then you’re given a badge which you can embed in your blog or SNS. It’s published then on your profile and all of your contacts are informed that you made a pledge.

If you break it down, the campaign is actually simple. It just looks like it has so many steps. At the core of this entire thing is the Facebook application. They took it a step further (not confining promotions to just Facebook) by advertising on blogs through Nuffnang. They’re hoping that this will snowball, given the social/cause aspect. This is a really commendable effort by Nestle and I won’t be surprised if they come up with even better and bigger campaigns for their brands in the future.

Just some food for thought: I know this is primarily PR but maybe the campaign would have been much better if they had a way to build a database from their users. That way they have follow through and they can build a long-lasting relationship with their prospects. I’m not sure if Facebook gives their advertisers the e-mail addresses of people who install their application, or will allow the advertiser to send mass messages.

Not building databases is turning out to be one of the most common mistakes for Filipino marketers.

In the spirit of things, let me just embed the pledge I made. Haha. Good luck to me.

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