Group Discussion Week 8_Group 9

 

Group Discussion Week 8_Group 9

Group 9

GUO, Jiawen 

ZHAO, Ruoqi 

HUANG, Wanting

YE, Xiaotong

PESO framework（Paid, Owned, Earned, Shared Media）

Nestlé: one of the world's largest food and beverage companies

 

Paid

Traditional:

• TV: Advertising on major television stations to reach a broad audience.

• Out-of-home advertising: digital billboards, escalators and Supermarket shelves.

Non-traditional:

• Online advertising: Advertising on search engines, social media and online news sites, using algorithms and data analytics to precisely target consumers.

• Sponsorship activities: Sponsoring sports events, music festivals and cultural activities to enhance brand awareness and influence.

 

Owned

Physical assets:

•  Nestlé's classic packaging design reinforces the brand message

Digital assets:

• Official website: Providing product information, health advice, recipes and other content, and acts as an online sales platform.

• Social media accounts: Operating official accounts on Facebook, Instagram, Twitter and other social media platforms to publish brand news, product information and interactive content.

• Email marketing: Sending promotional messages, new product recommendations and personalized content to consumers via email.

• User-generated Content (UGC): Consumers are encouraged to share their photos, videos and experiences of using Nestle products, and to disseminate them on social media through hashtags, topics and other means.

Created assets:

• Nestlé and Beijing International Music Festival jointly launched the "Nestlé Cup - Young Musician Award"

 

Earned

• Consumer reviews: Nestle products have received a large number of positive reviews on e-commerce platforms, social media and third-party review sites.

• Media coverage: Nestle has received extensive media coverage for its efforts in sustainability, social responsibility and product quality.

• Industry awards: Nestle has won numerous awards and certifications in the industry, such as "Best Employer" and "Sustainability Leader".

 

Shared

• Social media: Posting interactive content on social media, such as Q&A, poll, challenge, etc., to encourage consumers to participate and share. Nestle has built brand communities on social media to engage and communicate more deeply with consumers, sharing brand stories, product knowledge and health advice.

• Partnership: cross-border cooperation with classic mobile game IP Onmyoji(阴阳师), specifically tagerting Generation Z. Nestle launched the new theme of coffee special series, with a joint gift box and various interactive activities, like campus activities. With its keen market insight and unique interactive way of brand-integrated marketing, Nescafe once again leads the trend through the campus scene into the young circle, and successfully links the young trend culture in the wave of new consumption variables.

• Influencer engagement: In-depth co-operation with a number of head KOLs, such as invite KOLs from the travelling category to visit the venue of the marketing campaign, so that the traffic can be used for ‘Nescafé’.

 

Through the integrated use of PESO framework, Nestle has achieved comprehensive coverage of brand communication and marketing. 

Paid media provides the brand with extensive exposure and recognition; Owned media provides a platform for brands to interact and communicate directly with consumers; Earned media has established a good reputation and image for the brand; Shared media further expands the brand's reach and influence.