- Frozen meal brand Lean Cuisine had a $5.70 return on investment (ROI) and frozen pizza brand DiGiorno had a $4.95 ROI for Twitter campaigns in 2017. The results of the Nestlé efforts were announced by Chris Padgett, Nestlé’s vice president of marketing and head of digital, during a session at Advertising Week.
- For both Lean Cuisine and DiGiorno, Twitter provided the highest ROI across social channels. Padgett said that Nestlé typically looks for at least a 3:1 ROI from its campaigns.
- Padgett said that Nestlé previously "got caught up on hyper-targeting on other platforms" where the cost-per-impression (CPM) was too high to achieve a high ROI. He also said that Nestlé plans to make its advertising "five times more personal" in the coming year.
The ROI that Nestlé saw with the Lean Cuisine and DiGiorno campaigns demonstrates the value of engaging consumers when and where they are already having brand conversations, a key application of Twitter. While platforms like Facebook might put brands in front of a larger audience, recent research shows that Facebook's ROI has been declining due to rising ad costs and consumer uncertainty following the Cambridge Analytica scandal. This trend could give a boost to smaller social platforms like Twitter and Snapchat, whose ad sales have been under pressure because of competition in the marketplace.
Lean Cuisine’s #ItAll social experiment asked women to define what "having it all" meant to them. The campaign turned survey results about life priorities — family, career, finances, wellness and more — into a pop-up "shop" that offered these priorities on the shelf. Video of the shopping experience was used as short-form and long-form ads on Twitter. Although the campaign caused some controversy, Padgett said that Lean Cuisine was able to incorporate customer feedback.
As part of DiGiorno's #DiGiornoNotDelivery campaign, the brand ran a livestream on Twitter's Periscope that pitted DiGiorno’s cook time against a generic delivery time. The campaign generated 9 million views and over 100,000 hearts, according to marketing firm Telescope. DiGiorno has over 123,000 Twitter followers and it regularly engages them with a similarly playful tone.
For Twitter, the results demonstrate that the platform is still an effective place for advertisers, despite seeing its global user base increase by just 2.7% to 335 million in Q2 2018 from a year earlier. Its U.S. user base was little changed at 68 million, but the company managed to sell more advertising.