Twitter's popularity has grown hugely over the past year and this has drawn business attentions for it's advertising potential. So far it has been baffling to think about how Twitter can be used as an effective advertising and marketing tool that offers a real return on investment. Until now?
Advertising Age recently posted the news about Nestle's Juicy Juice brand becoming one of the few brands who have tried to integrate Twitter into an advertising campaign. The development is that on the advertisement itself, users will be able to post live answers to set questions by the brand anywhere and at anytime, rather than just acquiring tweets already posted on Twitter. This unique method encourages brand and consumer dialogue powered by the Twitter platform.
Michael Learmonth of Advertising Age goes on to explain,
"Juicy Juice is testing the unit, from SocialMedia, for one month on mom-targeted sites BabyCenter (http://www.babycenter.com) and CafeMom (http://www.cafemom.com). The units ask questions such as "How do you stimulate your child's mind?" or "How important are vitamin-enhanced foods to you?" and users can answer the queries as short messages, or tweets, directly in the ad".
This is certainly a brave move to make for Nestle as users are given the power to post potentially negative feedback. This could really damage the brands image as today the majority of customers today value consumer-led brand advocacy over brand advertisements.
The benefits however could be huge if people respond positively. Sales would definetly go up as mother's would be looking for a proven quality product for their children. Juicy Juice's reputation would grow massively and it would also give Nestle a huge database of feedback from consumers within Juicy Juice's target market that they could use to develop and improve the product further. Nestle would also gain kudos and respect for being brave enough for the breakthrough.
Nestle must have extreme confidence behind its Juicy Juice and it will be interesting to see what is said about it. The success of this campaign could have a huge influence on how Nestle approach future campaigns with its more established brands that have more to lose like Kit Kat, Aero, Fruit Pastilles and Shredded Wheat to name a few.
Whatever the outcome Nestle and SocialMedia should be given credit for being experimental and offering a genuine attempt to engage in conversation with their consumers, which is a big step in the right direction.
"Juicy Juice is testing the unit, from SocialMedia, for one month on mom-targeted sites BabyCenter (http://www.babycenter.com) and CafeMom (http://www.cafemom.com). The units ask questions such as "How do you stimulate your child's mind?" or "How important are vitamin-enhanced foods to you?" and users can answer the queries as short messages, or tweets, directly in the ad".
This is certainly a brave move to make for Nestle as users are given the power to post potentially negative feedback. This could really damage the brands image as today the majority of customers today value consumer-led brand advocacy over brand advertisements.
The benefits however could be huge if people respond positively. Sales would definetly go up as mother's would be looking for a proven quality product for their children. Juicy Juice's reputation would grow massively and it would also give Nestle a huge database of feedback from consumers within Juicy Juice's target market that they could use to develop and improve the product further. Nestle would also gain kudos and respect for being brave enough for the breakthrough.
Nestle must have extreme confidence behind its Juicy Juice and it will be interesting to see what is said about it. The success of this campaign could have a huge influence on how Nestle approach future campaigns with its more established brands that have more to lose like Kit Kat, Aero, Fruit Pastilles and Shredded Wheat to name a few.
Whatever the outcome Nestle and SocialMedia should be given credit for being experimental and offering a genuine attempt to engage in conversation with their consumers, which is a big step in the right direction.
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