Tiphereth Gloria

Measuring Social Media Influence: How Greenpeace took down Nestle

Greenpeace Australia came and did a presentation for Social Media Club Sydney, about the social media component for their global campaign to get Nestle to stop buying unsustainable palm oil from Sinar Mas, a global supplier that was destroying the south east Asian rainforests where orangutans were being threatened. I ran a social media analysis using Alterian SM2 to see how the Kit Kat brand in A

Greenpeace Australia came and did a presentation for Social Media Club Sydney, about the social media component for their global campaign to get Nestlé to stop buying unsustainable palm oil from Sinar Mas, a global supplier that was destroying the south east Asian rainforests where orangutan’s were being threatened. I ran a social media analysis using Alterian SM2 to see how the Kit Kat brand in Australia was affected by Greenpeace campaign. The results show a clear negative impact on Kit Kat's brand sentiment, that's clearly attributable to Greenpeace's localising the  campaign.

Greenpeace vs Nestle Kit Kat social influence case study

Here's Dae Levine from Greenpeace Australia presentation at Social Media Club Sydney, where she outlines how Greenpeace took 10 weeks to achieve the kind of result they took 10 years to do using offline channels.

A summary of the key learnings:

  1. Greenpeace campaign succeeded in taking down the sentiment of KitKat to an extremely low level
  2. Nestlé gave fuel to the campaign by having the YouTube video banned initially, causing international news services to pick it up, and giving the campaign oxygen (it went viral soon after)
  3. Nestlé did not pro-actively respond using any social media, instead deleted Facebook comments and posted angry status updates around the use of the Nestlé logo by people within Facebook who wanted to bring awareness to the Greenpeace campaign, which caused even more uproar
  4. Nestlé failure in social and its lack of social crisis management contributed significantly in Greenpeace success in the social campaigning
  5. Two Australian specific tactical campaigns for KitKat - Desk Jockey and Take Back Time were launched early June to combat the negative impact of Greenpeace on the brand, but did not get enough traction to offset the overall decrease in brand sentiment until well after the capitulation of Nestlé

So the moral of the story? Old school PR methods of bunkering down will not help you in social media. Third party influence can drag your brand sentiment down, and unless you pro-actively crisis manage, you could be left well behind those who are active and understand social media strategy.


COMMENTS

Posted by Mal Jago, 30 November 2010

Fantastic case study on how not to handle your social media from Nestle.

I'd like to believe that Greenpeace would have achieved the same result, but maybe have taken 11 weeks.
@Tiphereth Gloria thanks for sharing


CHAMPION IN FOCUS

Tiphereth Gloria George patterson Y&R Tiphereth Gloria
Company: George patterson Y&R
Position: Digital Social Media Strategy
I am a social media strategist, with more than 14 years experience in the digital space. My key skills are - Both strategic and tactical. Strategic: Social media strategy, Content strategy, Channel strategy, Social Media business case presentations Read Tiphereth's full bio

Latest Articles by Tiphereth

February 4 | 11 Social Media Marketing Trends 2011
July 25 | Australian Election 2010 - Social Media Match Fitness
June 21 | iPhones dominate Australian mobile internet

Article stats

30 Days: 0 articles, 0 views
All time: 0 articles, 0 views


    Twitter
    Follow me on Twitter

    ABOUT TIPHERETH'S COMPANY

    George patterson Y&R

    At GPY&R we resist the usual in order to produce work that generates change. Real change. Sustainable change. Measurable and accountable change. The kind of change that shifts the category and repositions competitors.  More info & Contact Details



     

    RELATED COMPANIES

    The Creative Collective The Creative Collective

    The Creative Collective, are a multi-award winning, busy and rapidly growing creative services agency offering PR, marketing, branding, websites, online marketing, graphic design, print and more to a wide range of clients.

    Clemenger BBDO/Proximity Melbourne Clemenger BBDO/Proximity Melbourne

    A team of design and technology specialists who collaborate with Clemenger BBDO and Clemenger Proximity to bring integrated marketing campaigns to life through the execution of world-class interactive content and experiences.

    Hydrix Hydrix

    Hydrix is a leading software and electronics design consultancy. One of the largest design consultancies in Australia, we specialise in the design and development of high technology business, communications, mobile and industrial products and services

    Juno Interactive Juno Interactive

    Juno Interactive connects consumers to entertainment content by developing solutions that allow people to watch and listen to their favourite media, at any time, in any place.

    The Cue Project The Cue Project

    The Cue Project is a very agile, global resourcing, marketing services & interim management organisation with a highly synergised portfolio of leading international clients, projects & associates. We LIVE and BREATHE the unique digital & mobile space.


     

    LATEST DIRECTORY LISTINGS Boost SEO - add your company for free

    Mobiloitte Inc.Rise AboveClixpert Adwords ConsultantSharpimagetvIntegrale MarketingJared Bennett SEOAdmationMedia HeroesT & C V isual Displays