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The KITKAT PR Desaster of NESTLE

A timeline showing how the first four days of the online PR battle between Nestle and Greenpeace unfolded. Many thanks to Scott Douglas.
by

Oliver T. Hellriegel

on 29 September 2013

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Transcript of The KITKAT PR Desaster of NESTLE

have a break
or what a PR disaster looks like online
On Wednesday, march 17
the international environment and conservation body
launched the latest phase of its campaign
against the company which makes
have a quick spat
It inclued a killer logo
a clear call to action
and a cute, cuddly new internet star
An essential element of the campaign
was a rather clever
if somewhat gruesome
video posted on...
KIT KAT'S PARENT COMPANY
REACTED SWIFTLY
and demanded the video be removed
citing breach of copyright
agreed
so began
a social media firestorm
that spread across the globe
reaching millions of people
in the course of a few short days
Greenpeace
Found a new home for their video
within hours the video
attracted 78,500 views
there's nothing like the threat of censorship
to get the social media masses mobilised
and word started to spread across social networks
with 400 million members
was the natural first port of call
Nestle's fan page
suddenly had a lot of visitors
on an alternative sharing site ...
as negative comments flooded in
the fan page moderator
SAW RED...
By friday, march 19
the issue went mainstream
crossing over from social media
into traditional media
By saturday
march 20
(just 72 hours in)
the blogosphere and
were buzzing
meanwhile, twitter
mentions went into
overdrive, according
to #HASHTAG MONITOR
tweetreach showed
the most recent 50
tweets had reached
almost 18,000 people
an ADVANCED search for MENTIONS OF BOTH NESTLE AND greenpeace SHOWED AROUND 1500 in 24 hours
let me do the math for you
THat's 30 pages of tweets
with 50 tweets per page
on a single search term
on a single day
so if 50
tweets
reach
18,OOO
THEN 1500 TWEETS
COULD HAVE REACHED
540,000
BUT IT DIDN'T STOP THERE...
WHILE BESEIGING FACEBOOK
SOME FOLKS DECIDED TO SET UP THEIR OWN PAGE
MEANWHILE, THOSE
CLEVER PEOPLE AT
deployed a new weapon...
which meant
ads like this..
started to appear
EVERYWHERE!
people who clicked
those ads got through
to a page like this...

it offered the
banned video
as a free gift
and urged web
users to share
it widely online
by sunday,
march 21...

this had
happened

by 6pm on the 21st
the banned video
appeared back on
youtube. many times.

at least 20
times, with
a combined
view total
of almost...

180,000
now the talk started
to change. some people
suggested this was the
first truly global case
of social media changing
the business landscape.

voices like the
highly respected
mongabay.com -
one of the world's
most popular
environmental
and conservation
news sites
all of this in just..
FOUR DAYS
Lessons learned...
IS UP TO YOU.
Thanks for Watching
http://www.digi-marketing.com/
Full transcript