Nestlé Social Content
Production in volume

Challenges

What to know about possible problems with Nestlé France team: how to rethink the videos of recipes in a format that could seduce all the brands of the group, with a constraint of budget of production; meets the Digiprod’s creative and production team; the association creates a delicious result and more than 150 videos produced in 18 months.

Solutions

• First step: be inspired by the social networks’ trends.
  This group of videos answers at the same time the constraints of the social networks in term of duration, presence of the brand, the sound and the topshot tendency to seduce the consumers. However, the format was rethought to be able to live on other medium by being easily adaptable to the square sizes and 16:9.
• Second step: a work close to the brands.
  This type of devices only works if each brand finds its universe. Then, the work of the creative team of Digiprod is to find accessories, utensils, decoration and tricks which will adapt themselves to each of the Nestlé brands so that although we have a common direction on the set of the brands, so each can differ and find its personality.
• Third stage: rethink the production.
  From receiving the briefing, to the provision of the file master, we set up a specific process to reduce the time of editing and to be able to shoot a maximum of videos on each days of the shoot. While rationalizing at the most the production and the postproduction, we were able from the first 3 months to deliver more than 50 contents.

Results

Millions of views! Nestlé France has become a creator of contents on its own right thanks to this format dedicated and adapted to each of its brands. According to the community of each of the brands, it is between 250K and 5M of views by content.

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