in the dynamic realm of digital marketing, nestlé’s transformation is nothing short of a spectacle. the force behind this seismic shift? Aude Gandon, the global CMO, who in her tenure, has reimagined what marketing means for the Swiss conglomerate.

from a company where marketing wasn’t “really part of our DNA,” to setting ambitious goals like clinching the Cannes Lions marketer of the year by 2030, nestlé is on a fast track to digital mastery. under Gandon’s stewardship, nestlé isn’t just selling Kit Kats or nescafé; it’s selling experiences, emotions, and most importantly, it’s selling digitally.

Gandon’s formula isn’t rocket science, but it’s revolutionary: a daring blend of human creativity and digital acumen. with over 2,000 brands under its belt, nestlé’s narrative is now crafted with a digital-first approach. the goal? to resonate, to engage, and to captivate in the online world.

but it’s not all pixels and data. at the heart of nestlé’s digital leap is the undying essence of creativity. “creativity comes first. absolutely, 100%,” asserts gandon. for her, technology is merely the stage, but creativity is the performance that captivates the audience.

nestlé’s digital marketing repertoire is expansive, now directing 68% of its marketing budget online, a sharp climb from 40% in 2020. but what stands out is Nestlé’s approach to content. it’s not just about being online; it’s about belonging online. content that doesn’t scream ‘ad’ but whispers ‘story’. content that’s as native to digital platforms as the users themselves.

this digital odyssey isn’t devoid of challenges, especially in data. the transition to ‘first-party data’ is a testament to Nestlé’s forward-thinking. it’s not just about collecting data; it’s about curating relationships with consumers, underpinned by trust and transparency.

nestlé’s digital transformation is a playbook for any brand looking to pivot in the digital age. it’s a tale of balancing the art of marketing with the science of digital, of harmonizing creativity with technology. In Nestlé’s digital narrative, every click, every view, and every like is a testament to a brand reborn in the digital age.

source article | Think With Google

Wally

Walton "Wally" is a seasoned expert in web technologies, focusing on e-commerce and customer journeys. As the co-founder, CTO, and Head of Storytelling at YOBO Studio, he merges tech with engaging narratives. Beyond his professional endeavours, Wally LOVE his family and is about trail running. His balanced dedication to work and personal life sets him apart as a respected figure in the digital and personal realms.

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