Ferrero is a large company that was founded in the 1940’s by an Italian family. It is known for the branded chocolate and other sweets it produces, especially the hazelnut spread Nutella, and is the third biggest chocolate and confectionary company in the world. The founding Ferrero family was the first italian manufacturer after World War II that turned its company into an international group. After seeing the success that they generated in their home country, the founders decided to open it also abroad, becoming in the following decades globally well known. Today, Ferrero products are eaten all around the world and statistics came out showing that the total amount of Nutella jars that are sold in one year could cover the Great Wall of China 8 times.
RESEARCH on Social Media Strategy
Since the company is a such large organisation, it is interesting to discover how the social media part of marketing is managed. The strategy at Ferrero is mainly based around customers, who choose the directions that are taken and who are the main focus of conversations for the group. We can summarize the main objectives of Ferrero’s Social Media strategy in 3 points:
Managing locally: An important issue that the company has to face is how to manage all the different brands under Ferrero Company. They decided to implement a strategy that supports regional markets’ action on social networks but also wanted to let them have some autonomy. Each of the markets have autonomy, therefore each one has his own social media page (ex Facebook page), but then they all have the access to the main Ferrero Page so that customers know to what “family” the product corresponds. This strategy requires a lot of effort since Ferrero owns 25 different brands, spreaded in different countries, like Tic Tac, Ferrero Rocher or even Kinder chocolates. Therefore, there is the need of an enormous research to follow all the markets the company acts in.
On-growing fans: All the individual pages of the different brands are very popular and it appears that all the products of the Company are highly demanded by everybody. Even though the company didn’t mainly focus on growing the number of fans, some research have shown that they increased exponentially every year. This was a result of the love their products created in customers, which lead to a huge loyalty towards the goods.
Return on engagement: Instead of focusing on ROI (return on investment), the company focused on Return on Engagement.
SOCIAL MEDIA STRATEGY
In order to implement its objectives, Ferrero uses different tools that allow them to be successful on social media. We will focus on some platforms that are not as known as Facebook or Instagram for example, but could prove to be as effective as those better-known tools to reach the objectives of big companies like Ferrero. For example, in some less developed countries like India, the brand is known but not really settled. With some of the tools that we will introduce in the following lines, Ferrero could raise the brand awareness of its products and start to penetrate the market, making the brand as known as it is in developed countries or regions.