Hulu.com: NESTLÉ HEALTH AND WELLNESS

Credits & Description:

Category: Best Use of Sponsorship
Advertiser: NESTLÉ
Product/Service: ONLINE HULU CHANNEL
Date of First Appearance: Mar 23 2010
Entrant Company: ZENITH MEDIA, New York, USA
Entry URL: http://www.hulu.com/genres/Health-and-Wellness?type=tv
President: Rob Jayson (Zenith Media)
Executive Vice President / Executive Group Director: Liz Fox (Zenith Media)
Senior Vice President / Group Planning Director: Paul Izenstrark (Zenith Media)
Senior Vice President / Communications Planning Director: Andre Marciano (Zenith Media)
Senior Vice President / Planning Director: Michele Fukumoto (Zenith Media)
Senior Vice President / Group Media Director: Brian Mathena (Zenith Media)
Senior Vice President: Scott Remy (Nestlé)
Director, Media Advertising & Marketing: Karen Crawford (Nestlé)
Senior Vice President of Advertising: JP Colaco (HULU)
Media placement: Online Video - Multiple Brands - Hulu - 23 March 2010
Insights, Strategy & the Idea
Health and wellness is what really matters most to Moms – Nestlé’s #1 consumer target by far. Nestlé’s global corporate sentiment, ‘Good Food, Good Life,’ and its global mandate of providing consumers with a balance of three critical elements: Nutrition, Health and Wellness (NH&W) already meet Mom’s mission.
But Nestlé in the U.S. was known largely as a chocolate company, so we needed to help the brand establish credible NH&W credentials in the U.S., while at the same time growing individual brand’s equities and sales. Armed with the knowledge that Moms spent more time online than watching TV with a focus on Lifestyle, Health and Food – the exact areas where Nestlé was looking to gain positive association with, it was apparent that online video viewing offered Nestlé the opportunity to marry the highest reaching online behaviours of Moms with a higher level of engagement.
Creative Execution
We created the Nestlé Health and Wellness channel on HULU, the first (and only) branded front page content channel on HULU, that allowed Nestlé to offer exclusive content to consumers who were actively seeking NH&W video content. This was the critical interface for millions of Nestlé customers. The company’s sponsorship message brought exclusively to consumers by Nestlé, ‘Good Food, Good Life’ would run for every viewer in the top right hand corner of the landing page. Additionally, a customized brand would appear as one of the content panels directly below it, linking the Health and Wellness Channel to one of Nestlé’s participating brands. The aim for the corporate message developed jointly by HULU, and Nestlé was to clearly articulate the NH&W features of Nestlé’s brands in shopping environments, while making it clear they all came from Nestlé. The look and feel of the execution mirrored Nestlé’s corporate logo and palette.
Results and Effectiveness
The H&W Channel was a first for both Nestlé and HULU. In the first six months, all goals increased:
- Nestlé brand recall: HULU 46%/Primetime TV 24%/Cable TV 19%
(Source: IAG Research)
- Nestlé brand likeability: HULU 34%/Primetime TV 12%/Cable TV 10%
-“Nestlé is dedicated to products that support health and wellness” +18.3% vs. control group from 21.5% to 39.8%
-“Nestlé creates healthier food for healthier families” +17.8% vs. control group from 22.0% to 39.8%
-“Has a new attitude on healthier eating” +21.7% vs. control group from 23.9 % to 45.6%
(Source: Insight Express)