Nestlé 雀巢 / Creative
The Nestlé detective series
A mystery series for the 618 campaign, with brand products woven into clues and story reveals.
- Short-form storytelling
- Script and production
- Branded content
01
The challenge
Give audiences a story worth following amid the volume of 618 promotional content.
02
The idea
Use the suspense and pacing of detective stories to place product information within character interactions and clues.
03
The execution
Produce vertical episodes of the detective series, using character relationships and investigations to connect the story with the brand account and livestream.
Source and reported outcomes
The source separately reports over 2.48 million views, a 3.5% full-video completion rate and a 64% five-second completion rate. The two completion measures are distinct.
Project reference: company credential (20251209), pages 13, 14. Images are from the corresponding project materials. Reported outcomes are historical project records.
