As a result of the pandemic this year, Nestlé India set out to change the way they approached digital marketing for their Maggi and Nescafé products. With the help of Google Search trends and YouTube, the brand looked for ways to inspire and educate audiences with cook-at-home recipes and new ways to enjoy their morning cup of coffee.
Here, Rashi Goel, director marketing and consumer communications at Nestlé India discusses how the brand partnered with 106 of the top YouTube food channels to create DIY recipe videos that incorporated Maggi products into popular dishes, as well as how they created customized messaging to reach India’s coffee-drinkers in an impactful way.
For Satyan Gajwani, vice chairman of Times Internet Limited, the way a brand delivers its message to users is often as important as the message itself. Keen to introduce new audiences to their large content and digital offerings, Times Internet Limited in India reached out to YouTube to help the Indian media brand gain a leadership position in areas such as video, music streaming, education, and FinTech by delivering premium content to audiences in a way that is authentic, credible, and of a high standard.