Social Media for Original Wagner Pizza

Nestlé: Creative brand showcasing and efficient expansion of the marketing range

Date range
2013
Ongoing
Roles
Research & Analytics
Brand & Social Strategy
Media Testing
Community Management
Art & Copy
Photography & Motion Design
Film Production

Loved and hated: Social media can be a blessing or a curse for many companies and brands – and sometimes a bit of both at the same time. So, it’s important that your social media activities reveal a clear concept – with attractive content that offers added value and enjoyment to the target group.

 

The trick is to offer special content that moves the fans AND contributes to the business objectives – on a regular basis and over a long period of time. Many brands must face this challenge and it can’t be met by simply setting up a Facebook page. Got a Facebook profile of your own? Then you know all about the daily bombardment with a huge amount of content, which you have to scan and filter to match your interests and requirements.

Wagner Facebook Page

 

Our goal: To create relevant Wagner Pizza content that showcases the brand in the social networks; content which is really perceived and is gladly shared – binding the user to the brand in the long term. Good stories and songs have a common denominator; they remain in our memories, since all it takes is a certain picture or sound to evoke certain emotions. We’ve developed our own completely unique and original narrative for storytelling on Facebook:

 

 

In the main roles, we see Wagner fans with their favorite pizzas in normal everyday situations, experiencing that special Wagner moment with a charming script and a twinkle in the eye.

Our results: After only a short time, the eCPC was reduced by 36% – and the engagement rate rose by a whopping 40%. And we still haven’t reached the end of the Wagner story – we’re learning valuable lessons from each new test and/or post, helping us to continually optimize the creatives and KPIs – and thanks to these good results, we’re delighted that we can implement additional, integrated social campaigns.

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