2020 Social: Because Business is Social

Lessons From Nestle’s Facebook Fan Page Revolt

Posted on 21. Mar, 2010 by admin in Case Studies

Last week, Greenpeace launched a campaign against Nestle KitKat procuring palm oil from suppliers who are “destroying the Indonesian rainforests, threatening the livelihoods of local people and pushing orang-utans towards extinction.”

Apart from investigative reports on Nestle’s practices, Greenpeace launched a gory video that shows a Nestle employee eating an orang-utan finger in a KitKat pack –

Nestle tried to get Google to take down the video on YouTube on the grounds of copyright violation, triggering off the Streisand Effect, as the video went viral on Vimeo and several YouTube users re-posted the video on YouTube. Now the original YouTube video is back up.

Even as Nestle made half-hearted noises about switching to sustainable palm oil, Greenpeace launched a full-on social media offensive against Nestle, changing its UK homepage into a Nestle Killer mockup and asking its supporters to protest against Nestle by sharing the video, changing their profile pictures to Nestle Killer, and boycotting Nestle products –

As fans flooded the Nestle’s Facebook Page with negative comments and Nestle Killer profile pics, a Nestle rep picked up a war of words with the fans –

Social Media Face of Consumer Companies

Posted on 20. Oct, 2009 by Hardeep Kaur Rai in Reviews

Social Media Face of Consumer Companies
To tie in with our Social Media in India report, this post covers a review of two International consumer-facing companies-Proctor & Gamble and Nestle- functioning within the Indian social media eco-system. Whilst International companies act as benchmarks in introducing and promoting social media in India, this particular analysis provides an interesting example of how to tweak certain social media aspects to suit cultural backgrounds as a gentle push in the right direction.

Proctor & Gamble

We begin with Proctor & Gamble’s Indian presence through its Indian face – Beinggirl.co.in. Beinggirl.co.in is an online community targeting Indian teenage girls, effortlessly blending in social networking with feminine care. In keeping with this theme, one discovers that the site provides expert advice and extensive articles on healthcare and growing up issues which are still traditionally taboo in the Indian society and not talked about openly. Registration is fairly easy and provides easy access to the articles via the user’s profile page. All possible and related questions are listed, with the added element to post questions publicly or privately. The community educates and addresses numerous concerns ranging from puberty and career to depression and relationships and allows members to engage with the content.