Favorability Focused Storytelling For Nestlé’s Locally Minded Audience

Sep 5, 2022

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.

Key Takeaways: 

• 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

Guest Bio:  Liz 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. 

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About this Show:

The Brave Marketer Podcast is hosted by Donny Dvorin, VP, Head of Sales at Brave Software - the makers of the privacy-respecting browser with a built-in ads platform that rewards users for their attention with the Basic Attention Token. Brave is at the forefront of a new online privacy frontier and has unique insights into the future of marketing and advertising in a cookieless world. 

Music by: Ari Dvorin