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ADAPTING TO NEW FORMATS & CONTACT POINTS

As technology evolves, brands must adapt quickly to these new formats &
contact points to make the most of these environments

4
 5

What does Creative Hygiene mean for

Nestlé?
CREATIVE HYGIENE BEST PRACTISES 6

Creative hygiene best practices are sourced from the Learning Agenda, led by
Global Nestle CMI & platform partners via a meta-analysis
Based on 1000s of annual studies across Nestlé markets

2020
Introducing the global standard for
creative analytics to elevate your
creative excellence
What CreativeX Does and Does Not Do..
What CreativeX Does:

• Shows rate of adoption of basic creative hygiene factors across content posted to key digital platforms.

• Automatically identifies at scale, which creative hygiene factors are missing, so that the concerned Nestle brand/agency
teams can make the required edits, if they deem necessary, before media is spent (or further media is spent) on the
concerned creative piece of content.

What CreativeX Does Not Do:

• Does not assess the effectiveness of the creative idea

• Not an attempt to evolve the content to be become “more creative”.

Adopting creative hygiene best practices does not guarantee better campaign performance because weak creative ideas,
cannot be saved by creative hygiene best practices.
Guidelines: Facebook & Instagram

Guideline Definition Channel Weighting

Image Ads for Facebook & Image Ads for
Creative meets this criteria if the creative's aspect ratio is 1:1, 4:5 or 9:16. Instagram (except Stories)

Instagram Video Ads, Instagram Stories,

Aspect Ratio Facebook Stories, Facebook Video Ads 25%
Creative meets this criteria if the creatives aspect ratio is 4:5(FB) or 9:16 (IG)
(except In-Stream)

Creative meets this criteria if the creative's aspect ratio is 16:9, 4:5, 1:1 In-Stream Facebook Video Ads

Brand Video meets this criteria if the branding or logo is present within the first second of a
Facebook & Instagram (All Placements) 25%
Upfront
video. Images meet this criteria if the branding or logo is present in the static image.
Optimal Video meets this criteria if it is less than OR equal to 10.00 seconds in length (less than Facebook & Instagram Feed (Except In-
25%
Length Stream)
10.01 seconds)

Video meets this criteria if there are supers, captions, or subtitles present in the creative Facebook & Instagram
Sound Off 25%
(All Placements)
that allow the consumer to understand the video's story without the presence of sound.

Call To Creative meets this criteria if a call to action (CTA) is included in the Native Platform Facebook & Instagram
(All Placements) 0%
Action
CTA mechanic alongside the creative.
GUIDELINES

Aspect Ratio
Video or image meets the correct aspect ratio based on the channel (Facebook or Instagram) and placement (e.g. Instagram story, In-Stream)
For example below the video on the left).
Falls within the 4:5 or 9:16
Falls outside the 4:5 or
aspect ratio for Facebook
9:16 aspect ratio for
& Instagram Stories)
Facebook video ads (not
–instream)

Implication

• Media agency to
provide media list to
creative agency before
proceed production
• Creative agency brief
production house in
advance on all ad
format
GUIDELINES

Branding Upfront
Video meets this criteria if the branding or logo is present within the first second of a video. Images meet this criteria if the branding or logo is
present in the static image.

Implication

• Creative agency plans

in advance on
storyboard
development stage
• Logo impose on the
first second for
adaptation from TVC
GUIDELINES

Optimal Length
Video meets this criteria if it is less than OR equal to 10.00 seconds in length (less than 10.01 seconds)

Implication

• Creative agency plans

in advance for short
version since
storyboard
development

33 seconds in length falling outside the guideline 6 seconds in length falling inside the guideline
GUIDELINES

Sound Off
Video meets this criteria if there are supers, captions, or subtitles present in the creative that allow the consumer to understand the video's
story without the presence of sound.

Implication

• Visible supers to tell

story
• Add click for sound
if needed (ASMR)
Guidelines: YouTube Guidelines
Guideline Definition Weighting

Clear Target Creative meets this guideline if a product or a person is present in the video (30% of the screen) 20%

Visual Branding Creative meets this guideline if the brand or logo is present in the first 4.99 seconds 20%

Audio Branding Creative meets this guideline if the brand name is mentioned as an audio output 20%

Pace Creative meets this guideline if there is 1 cut resulting in 2 distinct scenes within the first 4.99 seconds 20%

Brand
Reinforcement Creative meets this guideline if the logo is integrated as a super, text overlay, persistent watermark 20%

Call To Action (CTA) Creative meets this guideline if a 'call to action' phrase is detected at any time in the video. 0%
GUIDELINES

Clear Target
Creative meets this guideline if a product or a person is present in the video (30% of the screen)

Implication

• Creative agency plans

in advance on
storyboard
development stage
GUIDELINES

Visual Branding
Creative meets this guideline if the brand or logo is present in the first 4.99 seconds

Implication

• Creative agency plans

in advance on
storyboard
development stage
• Logo impose on the
first second for
adaptation from TVC
GUIDELINES

Audio Branding
Creative meets this guideline if the brand name is mentioned as an audio output

Implication

• Creative agency plans

in advance on
storyboard
development stage
GUIDELINES

Pace
Creative meets this guideline if there is 1 cut resulting in 2 distinct scenes within the first 4.99 seconds

Implication

• Creative agency plans

in advance on
storyboard
development stage
• Use Google Audience
Connect tool to test
engagement of VDO
GUIDELINES

Brand Reinforcement
Creative meets this guideline if the logo is integrated as a super, text overlay, persistent watermark

Implication

• Creative agency plans

in advance on
storyboard
development stage
PARTNERSHIP GOAL

Nestlé x CreativeX
Achieve >80% adoption of
the creative hygiene factors
across all assets by the end
of 2021
TRACKING CREATIVE HYGIENE 21

The content lifecycle

PLAN
Creative Decision Validation:
Understand the impact of every creative
ANALYZE decision or rule to determine what’s
making a difference to creative cut-
In-Flight: Track in-flight through.
brand consistency and best
practice adoption across any
channel.

PRODUCE

Pre-Flight Evaluation: Automatically

EXECUTE
check your content for best practice
adherence prior to publication.
PROCESS

CreativeX Process Overview

Owners: Creative agencies/Content Studios responsible for completing pre-flight evaluations

Globally In-Flight
Ad Account Pre-Flight Asset
Defined Pre-Flight Test Execution
Connections Results Optimisation Reporting
Guidelines
PRE-FLIGHT TEST 23

Check new content for best practice 1. Navigate

adherence prior to media investment. Navigate to the pre-flight tab or go to
https://www.creativex.com/preflight/pretests.

2. Upload
Drag and drop unlimited creatives here,
including images, videos, and gifs.

3. Select
Select the brand, market, and channel for each
batch of images and then name your
submission. Include the brand name, market
and campaign within the preflight name.

4. Submit
Submit and get your results in an average of
4-6 hours!
PRE-FLIGHT RESULTS 24

Getting & Understanding Your Results • Speed

Results delivered in an average of 4-6 hours
(max 24h).
Pre-Flight Test from NESCAFE DOLCE GUSTO TH using D/H
• Efficiency
Scorecards delivered to your inbox & available
in-product.
• Visibility
Scorecards provide breakdown of each
guideline, its weight, and whether it passed or
failed.
• Fail
If your creative falls below 80% Creative
Hygiene Score, please correct the failing
guideline(s) and resubmit for evaluation before
setting live.
• Pass
If your creative achieves a 80%+ creative
hygiene score, it’s good to launch!
REPORTING

Creative hygiene score shown in dashboard

Central Dashboard to Track

Creative Hygiene
• Dashboard that will show in real time
your creative hygiene adoption rate &
provide visibility into where brands &
markets strengths and opportunities for
growth are. All data can be filtered by
brand, market, category, channel,
campaign, asset type, spend & more.

Media Effectiveness
• Ensure your hard-earned media dollars
are going towards your best and most
consistent creative assets.
REPORTING 26

Benchmark by brands, markets, agencies, and

more Ranking
Gain a comprehensive view of your
company’s creative hygiene efforts by
ranking anything from spend efficiency to
team performance.

Resource Allocation
Ensure that you are directing appropriate
resources to the markets, teams, and channels
that have proven the best ROI.

Knowledge Sharing
Empower local teams to see and leverage
what other teams have successfully done to
save money and maintain a consistent brand.
THAILAND 2021 YTD MAR
THAILAND 2021 YTD MAR

Opportunity area:
- Brand Upfront
- Optimal Length
- Aspect ratio
THAILAND 2021 YTD MAR

Opportunity area:
- Pace
- Audio Branding
ACTIONS REQUIRED

Next Steps

• Nestle Media to connect CreativeX platform to local media agencies

• Marketing and Creative agencies submit name list for CreativeX access

• All digital assets pre-flight tested of before campaign launch by creative agencies

• In-flight results will be reported to NiMCom, Global and SBU if it achieves 80% ambition
Thank you!