Crunch Céréales on Facebook: A perfect case of adaptation to the core target

Myriam Samaoli, Philippe Torloting and Raphael Marquenet

Campaign details

Brand owner: Nestlé
Agency: Moxie/Zenith Optimedia
Brand: Crunch Céréales
Country: France

Executive summary

This case study describes how Nestlé set out to engage its community further and create loyalty within the cereals market in France, for Crunch Céréales. The target was the youth, aged 13-17 years old, which accounted for 16% of the total number of Facebook users. The objective was to increase the number of fans on the page to 1,500,000 by the end of 2013. To that end, the campaign started in January 2013 with 1,045,000 fans, and the current page reach is now 1,316,828.

Market background and business objectives