How we helped create Nestlé’s most successful youth outreach campaign. Brand Campaign for Nestlé.
How we helped create Nestlé’s most successful youth outreach campaign
Brand Campaign for Nestlé, by MadeBrave.
Young people tend to see programmes like this one as all talk, no action.
It’s ten years since Nestlé launched Nestlé Needs YOUth, a programme that gives millions of young people access to opportunities, training, and grants every year.
The work on the ground was there, but as a global corporation, the challenge was gaining the trust of young people.
Nestlé asked us to help them overcome this.
We decided to hand over control to Nestlé Needs YOUth alumni on the ground.
To win over this notoriously sceptical audience, our strategy was to first build trust among young people by doing the one thing that stood a chance of working.
The alumni could champion the programme by sharing their own stories and experiences.
We did it all with no actors, no scripts and no film crew.
The campaign we delivered was a series of self-shot, inspirational stories that beat out all expectations.
It was just brilliant people with buckets of passion and ingenuity, capturing self-shot, inspirational stories with the support of our team.
This campaign beat out our wildest expectations.
It reached millions around the world, making this Nestlé Needs YOUth’s most successful campaign ever.
And, most importantly, it overcame the scepticism so often associated with Corporate Social Responsibility, demonstrating to young people the opportunities and real impact Nestlé Needs YOUth has already provided for millions just like them.
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