Malaysian Media Awards Winners Showcase

2013 | |

Nestle 100 Years, the Biggest Crowdsourcing Campaign in Malaysia

Advertiser: Nestle Products Sdn Bhd
Brand: Nestle Corporate
Creative Agency: McCann Erickson, MediaCliq
Credits: Mindshare Malaysia — Cindy Chia (Director, Client Leadership), Lim Suk Yee (Manager), Kelly Liow (Executive), Audrey Low (Associate Director, Client Leadership), Yvonne Tan (Senior Executive), Esther Loke (Executive), Christine Poe (Manager)

100 years of success and making its way into millions of homes and hearts is great cause for celebration. However, large-scale 100th-year celebrations marking this milestone may be seen as “pompous”, risking negative sentiments from consumers. Our challenge was to reinforce Nestle’s longstanding reputation, heritage and success without sounding arrogant.

Consumers are always more interested in stories about people than stories about companies. Therefore, we decided that the “Nestle 100 years” campaign should be co-created by the people of Malaysia, with their own stories as the building blocks. Of course, consumers are always fascinated by social influencers’ stories, so what better way to kick-start consumer participation than to get social influencers to share their Nestle stories.

We negotiated with various media owners (TV, newspaper, radio and web) to get their associated personalities to inspire consumer participation by sharing their own Nestle stories – TV hosts like Hui Mei from AEC Evening Edition, radio DJs like JD and Dilly from Mix fm Breakfast Show, sports editors like Zalina Mohd Som, comic editors like Reggie Lee, social celebrities like Awal Ashaari across Facebook, Twitter and Instagram, bloggers like Hanis Zalikha, and many more.

“Nestle 100 Years” became the biggest crowdsourcing campaign in Malaysia’s history. Within 3 months, we garnered over 108,000 stories from all walks of life! Nestle’s corporate image improved 24% post campaign, and gained tremendous media interest, resulting in RM5.6mil PR value. Nestle closed the year with +12% in stock price.