How Ferrero Rocher used Content Discovery to build Brand Affinity around the Holiday Season

Category

Food/Bev/CPG

Success Story

Ferrero Rocher, the historic flagship brand of the Ferrero Group, has been helping people for more than 30 years make their holiday entertaining even more beautiful. To support its brand positioning, Ferrero Rocher built a content platform bringing together a wide variety of ideas and advice in line with its brand promise: “Turn your special moments into a golden experience”.

Overview

Ferrero developed a content strategy around the themes of art of hosting, the art of celebrating and bespoke DIY ideas, in order to connect the Ferrero Rocher brand with the festive moments associated with the end of the year holiday season. To ensure it reached the relevant audience, the brand needed a solution that would drive value and cut-through at a time of year when brands are all competing for share of voice.

Solution

By producing richly illustrated practical content, Ferrero Rocher was able to engage with a relevant audience, while strengthening its brand positioning. Outbrain’s Content Discovery delivered a more qualified traffic than any other channel, thus enhancing campaign performance. Discovery also allowed for engagement within a relevant context and in line with the users interests. And finally, the Outbrain platform through its unique campaign setup allowed for far better campaign efficiencies.

Results

After several tests alongside Display and the Social, Outbrain Content Discovery platform proved to be the most effective solution for Ferrero Rocher. Outbrain not only generated the highest volume of traffic but also validated the relevance of the audience coming from their recommendations: a bounce rate of 8 points less than other native formats and a time spent on average 30% higher than Social and Display.

For the past few years, the Ferrero Group has been experimenting with the creation of content in order to offer qualitative experiences to consumers, thus fostering the development of a direct relationship and encouraging interactions with the brand. Outbrain’s content discovery proposition was an important channel for our content. Outbrain has enabled us to capture a large qualified audience, thus making it one of the most relevant and competitive channels in driving traffic to our branded platforms.”

GUILLAUME DU GARDIER, HEAD OF DIGITAL FRANCE, FERRERO

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