How Nestlé drives social ROI from quality content

This report from the IAB MIXX Conference discusses the importance of high-quality brand content to Nestlé's social media strategy, as illustrated by its Skinny Cow range of low-fat frozen snacks.

How Nestlé drives social ROI from quality content

Geoffrey Precourt Warc

High-quality content. That, in a nutshell, is Nestlé's social media strategy.

According to Tom Buday, Global Head of Marketing and Consumer Communication, "We are absolutely convinced that the single greatest source of leverage available to our marketing people and their agency partners – and this has been the case for many, many years – is the quality of messaging, the quality of content itself. This is the case whether we're talking about a TV commercial or a post on a Facebook page."

Photo: Doug Goodman...

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