Campaign details
Brand: Nestlé FitnessBrand owner: Cereal Partners WorldwideAgency: FP7 McCann DubaiMarket: LebanonIndustries: Breakfast cerealsMedia channels: Content marketing, Online video, Social mediaBudget: Up to 500k
Executive summary
In a declining category, with low marketing budgets, we relaunched cereal bar brand Nestlé Fitness Bars and built relevance with young Lebanese women.
We did so by avoiding a typical brand campaign. In a time when expensive influencer marketing is viewed with scepticism, we picked a real Nestlé Fitness consumer through social media and made her our influencer.
With Nelly...