Rejuvenating a brand through social media

• Autores: Matthew Mount, Marian García Martínez
• Localización: MIT Sloan management review, ISSN 1532-9194, Vol. 55, Nº 4, 2014, págs. 14-16
• Idioma: inglés
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• Resumen

  • When Nestlé UK invited customers to vote for a new chocolate bar flavor, the company's target customers participated in droves. By leveraging social media for the Kit Kat brand, the company was able to build positive word of mouth through consumers who became brand advocates; increase sales; and generate a higher return on investment. The process followed a four-step framework that any company can use to extract valuable information from the vast amount of data generated by social media.