'I-Great KitKat Heist' yajika yaba luloyiso olumnandi lwePR yeNestlé

Isandi esiMnandi sokuThula: Xa i-Social Media Prank ibuyela emva

Kwihlabathi losasazo loluntu, iibrendi zikwidabi elingaguqukiyo lokuhoywa, zihlala zihamba intambo phakathi kothethathethwano olukrelekrele kunye nentlekele yobudlelwane boluntu. Ngamanye amaxesha, kuvela imeko ebonakala ngathi iphupha elibi kodwa, ukuba iphathwa nge-agility kunye ne-wit, inokuguqulwa ibe yigolide ecocekileyo yokuthengisa. Oku kwenzeka kanye kuNestlé xa umgila-mkhuba okhohlakeleyo wagqiba ekubeni 'be' isigebenga, iKitKat yokuthengisa kumboniso wayo kwisikhululo sikaloliwe saseMelbourne. Yintoni eyayinokuba yinto elula yokonakaliswa kwempahla eguqulwe yaba yi-masterclass ngexesha lokwenyani, i-PR esebenzayo, ebonisa amandla okuvumela ubuntu bophawu bukhanye.

Indlela i-Heist eyaba ngayo ukuxhawula isandla

Isiganeko sasingqale: ividiyo yavela kwi-intanethi ebonisa umntu othile ehamba ngokungakhathaliyo kunye nebha yetshokholethi enkulu. Endaweni yokukhupha ushicilelo olungqongqo okanye ulandele izoyikiso ezisemthethweni-indlela eqhelekileyo yokuphendula ngamadolo-iqela lezentengiso likaNestlé lakhetha indlela eyahlukileyo. Bangqiyama kwisiqhulo. I-akhawunti esemthethweni ye-KitKat yase-Australia yaphendula ngesicelo esilula, esiqaqambileyo: ekubeni isela ngoku lalinayo le bar enkulu, ngokuqinisekileyo baya kufuna iglasi enkulu yobisi ukuze bahambe nayo? Banikela kanye loo nto, beguqula isenzo sobusela kwisimemo sentsebenziswano engaqhelekanga. I-intanethi, kunye nepowusta yokuqala, yayinomtsalane. Ingxelo yaguquka ngoko nangoko ukusuka kulwaphulo-mthetho ukuya kutsho kumdlalo ohlekisayo.

I-Agility yokuSebenza emva kweWit

Ngelixa impendulo yayibonakala ingenamsebenzi, kusenokwenzeka ukuba yayixhaswe sisakhiwo sanamhlanje esisebenzayo. Olu hlobo lombane-olukhawulezayo, ukusabela kwi-brand alwenzeki kwinkampani ebanjwe ngamasebe e-siled kunye neenkqubo zokuvunywa kancinci. Ifuna iqela elimanyeneyo apho ukuthengisa, imidiya yoluntu, ezomthetho, kunye ne-PR zihambelana kwaye zixhotyiswe ukwenza izigqibo ezikhawulezayo, ezihlakaniphile. Kwimeko yedijithali yanamhlanje, ifestile yokwenza imali ngexesha lentsholongwane incinci kakhulu. Iinkampani ezinokujikeleza ngokukhawuleza, kunye nabo bonke abachaphazelekayo abayimfuneko kwiphepha elifanayo, ngabona baphumelele i-intanethi. Kulapho amaqonga adityanisiweyo, njengeOS yemodyuli yoshishino efana neMewayz, iba yinto exabiseke kakhulu, idiliza imiqobo yangaphakathi kwaye ivumela unxibelelwano olungenamthungo kunye nokwenza izigqibo ngokukhawuleza kuwo wonke amasebe.

Izinto eziphambili zokuThatha kwiNestlé's PR Win

I-KitKat heist ibonelela ngezifundo ezibalulekileyo kwiimpawu zale mihla ezihamba kumanzi angacingelekiyo osasazo loluntu:

• Musa ukuZithathela ingqalelo kakhulu: Uburharha bobunyani benza ibhrendi ibe ngumntu kwaye yakhe unxibelelwano lokwenyani ngokusebenzayo ngakumbi kunomyalezo weshishini.
• Xhobisa amaQela Akho: Thembela kwimithombo yeendaba yakho yangaphambili kunye namaqela ezentengiso ukuba aphendule ngokukhawuleza ngaphandle kokufuna imigangatho elishumi yokuvunywa.
• Flip the Narrative: Endaweni yokuvala iimeko ezingakhiyo okanye ezingathandekiyo, khangela ithuba lokuzihlaziya kakuhle.
• Yiba neMphambili eManyeneyo: Qinisekisa inkxaso yeenkqubo zakho zangaphakathi, kunokuba uthintele, iimpendulo ezikhawulezayo kunye nentsebenziswano kwiziganeko zangaphandle.

"Ukuthengisa okugqwesileyo akuziva ngathi ukuthengisa. Kuvakala ngathi yingxoxo yendalo, incoko yabantu. Impendulo kaNestlé yayingumzekelo ogqibeleleyo wophawu oluphulaphule ingxoxo kunye nokukhetha ukujoyina ngobabalo kunye nokuhlekisa, kunokuzama ukuyilawula ngamandla. "

Ukuguqula iiNgxaki zibe luQhagamshelwano

I-'Great KitKat Heist' ayiphethanga ngokubanjwa, kodwa nge-photo op. ‘Isela’ layibuyisela ibhari laza lalonwabela olo bisi lukhulu luthenjisiweyo kunye neqela lebrand. I-Nestlé ikhusele izigidi zeedola zokusasazwa kweendaba ezilungileyo kunye nokuthakazelelwa okuxabisekileyo, konke oko ngexabiso lepropu yetshokholethi bar kunye nobisi. Igxininisa utshintsho olusisiseko kulawulo oluyimpumelelo lwebrendi: ukukwazi ukuba bhetyebhetye, ukuthobeka, kunye nokuqonda ngokukhawuleza. Ngexesha apho abaphulaphuli baxabisa ukucaca kunye nobuntu ngokugqibeleleyo okukhazimlayo, iimpawu ezinokuthi zilungelelanise imisebenzi yazo ukuba iphendule ngakumbi kwaye idibanise-mhlawumbi ngoncedo lwenkqubo eguquguqukayo ye-Mewayz - zizo eziya kuthi rhoqo ziguqule izikhubekiso ezinokuthi zibe yimpumelelo emnandi.