How Nestlé and Facebook Work Together as Digital Marketing BFFs

Can the social network become the new Slack?

COLOGNE, Germany—It's not uncommon for tech platforms to have dedicated sales and campaign teams that cater to the world's biggest advertisers, but what about setting up a dedicated Facebook group for teams to talk about campaigns?

That was one of the most interesting nuggets Facebook exec Carolyn Everson and Nestlé's global head of marketing Tom Buday spilled during a wide-ranging Dmexco panel about how the two companies work together to create campaigns.

As Everson explained it, Nestlé has a private Facebook group that the team can post best-practice tips in. Perhaps more interesting was an idea Everson suggested that Facebook can become the de facto project-management platform that companies like Slack are aggressively trying to be. Last week, Facebook launched Blueprint Certification—a program aimed at helping educate agencies and brands on how to advertise on Facebook's Messenger and Instagram.

"We have a Nestlé Facebook group that our core Nestlé and Facebook team post and share best practices—[with] that motion of utilizing the platform most companies now are starting to get very interested in," Everson said. "Email is becoming too slow. It's archaic. It doesn't allow big dialogues."

Buday added that the Facebook group is only one of the ways that "Carolyn's team are there at all times," for the global marketer. "On any given day, we have dozens, maybe even hundreds, of experiments going on in Facebook and other platforms," he said.

He pointed to a few examples of work the two have created that's designed specifically for the Facebook. For milk powder Everyday, for example, Nestlé created two versions of an ad: one with high-resolution images aimed at Western markets and another that used less data and was served to consumers in India with smaller data plans.

For a Coffee-mate campaign in the U.S., the team turned a TV ad into a Facebook spot in a few hours by playing with the creative.

Ecommerce and customer service is also a big priority, and the company is adding "buy now" buttons to web and mobile content and considering using Facebook Messenger as a customer-service tool.

"This has been a journey for us in evolving the creative skill set for new environments," Buday said. "We need to bring our creative agency partners with us. They still play a hugely important role in getting the job done. We don't want creative development to become an engineering exercise because it's not a perfect science. But properly harnessing the data that we do have available to us is an incredibly powerful thing."