BIMA Awards

Communications and Content Under 70K winner Finalists 2019

Raising funds and awareness for Nestle’s Cocoa Plan

by Good-Loop for Nestlé for Nestlé

Project information

The Nestlé Cocoa Plan aims to improve the lives of cocoa farmers. In October 2018, Nestlé tasked Good-Loop with using KitKat’s existing ad content to engage people in the story of the Cocoa Plan and to raise funds. Good-Loop knew that media spend is 90% of a brand’s budget, so they came up with a way to convert KitKat’s media spend from a neutral payout to one that actually adds positive impact in the world. Using their ‘ethical ad player’, Good-Loop enabled people to donate part of Nestlé’s media budget to the Cocoa Plan, in return for 15 seconds of their attention as they watched the ad. The campaign raised £29,049 for the Nestle Cocoa Plan, funding 68 vegetable growing kits, 183 solar chargers and 318 school kits. Additionally, KitKat saw a 65% decrease in negative brand sentiment, and a 20% increase in purchase intent.

Shortlist

Aston Villa FC 2018/19 kit launch

by Isobar for Aston Villa FC

Raising funds and awareness for Nestle’s Cocoa Plan

by Good-Loop for Nestlé for Nestlé

Wake Up The Devil Inside – 唤醒“魔”性

by Qumin for Manchester United for Manchester United