Season 5 | Episode 3
Favorability Focused Storytelling For Nestlé’s Locally Minded Audience
Liz Caselli-Mechael, Global Head of Digital & Content for Nestlé, discusses how she’s built her career around purpose-driven digital storytelling and engagement. She shares how to focus on favorability rather than driving sales, by integrating important values like sustainability, social responsibility, and climate action into Nestle’s brand strategy.
Brave pick of the week
This week's Brave Pick of the Week is AgeOfGods. Check out their website here.
In this episode of The Brave Marketer Podcast, we discuss:
- Measuring favourabilty and brand lift with specific target segments
- Being willing to fail forward and iterate quickly from audience signals when your messages turn out to be wrong
- Getting involved with nonprofits and local communities to use their brand as a force for good
- Ways to showcase “who is behind the logo” for Nestle’s many consumer facing brands and challenging internal perspectives of the brands
The amazing cast and crew:
Liz Caselli-Mechael - Global Head of Digital & Content for NestléLiz Caselli-Mechael is the Global Head of Digital & Content for the Nestlé master brand and has built her career around purpose-driven digital storytelling and engagement. Her team leads in-house content and creative development for Nestlé digital channels and campaigns, crafts audience strategies for both consumers and KOLs, uses data and insights to craft and refine reputation messages, and supports local market teams in 50+ countries to develop their own digital capabilities.
About the Show
Brave is at the forefront of a new online privacy frontier and has unique insight into the future of marketing and advertising in a cookieless world. If you're an agency, brand marketer or entrepreneur challenged by the changes in ethical advertising, consumer privacy and buyer expectations, this podcast will provide a backstage view of how influential marketers at top brands and agencies are responding to what's next.