D-Code 2019: 'Always be in beta mode'

Rashi Goel, VP-consumer communications media, CRM and NHW, Nestle, showcased how the company looked to empower 180 million online mothers with it #AskNestle campaign.

Explaining #AskNestle’s background Goel said, “180 million mothers are online and they have to together plan for more than 4000 billion meals for their children. Children are designed to be fussy eaters. When it comes to children and babies’ nutrition everyone is an expert and suggests things to do. And the information available online is confusing too and so we had to launch this AI enable nutrition counseling service. We had custom mean plans basis a growth tracker.”

 

One campaign outside of Nestle that Goel liked was Eno. The brand used vernacular content to drive the performance for Eno through targeted ads around acidity. 

 

The three learnings Goel gave marketers were:

1: Be audience first.

2: Solve offline problems online at scale.

3: Always be in beta mode.

 

Sachin Sharma, director sales and partnerships, TikTok, spoke about how the company worked with Pepsi to generate 19 billion views for the brand.

 

 

He stated, “Mass marketing is essential for brand growth and marketing,” and went on to explain how Pepsi used Tik Tok to garner the attention of the Gen Z that has attention spans of 8-10 seconds. 

 

“We spoke to them through dance and music. We wanted them to participate and make it a co-create campaign. We got 35,771 videos and 38 million views in the first six days itself.”

 

The campaign that caught his eye from another company was Kingfisher’s beer sachet film. 

 

“It got 60 lakh shares in 72 hours organically and that too for a fake product!”

He ended the talk with the beliefs the brand follows:

1:  Short form videos

2: Influencers

3: Native placements

4: Co-create