Campaign Expertise

Ogilvy PR developed a social media campaign that leveraged viral videos, user-generated content and a competition for fans to design their own BenNaNa.

Within three months, it became Nestlé’s #1 ice cream product and achieved 150% of the 2012 full year forecast. BenNaNa reached 42% brand awareness after just 5 months and it was even named the “the ice cream star of 2012” in marketing media.

BenNaNa is featured 7 times in Weibo’s top 10 searches in China – a feat normally only achieved by celebrities – and delivered 5.3 times the average category buzz level.