Ferrero gives its visitors control over the data they share through cookies

CLIENT:

Ferrero SECTOR:

Food | CPG

Since 2011, companies collecting data on their websites and web applications must comply with transparency rules enacted in the European "cookie law". Not only do they have to inform users that they are collecting data, but they should also help them understand why and how they do it, enabling them to better manage the data they share with various players on the internet. The Ferrero group owns many brands and websites and the French teams wanted to ensure they complied with the EU law while establishing a relation of trust with users.

How can we be transparent about our using cookies on websites while preserving the navigation and brand experience? The objective was threefold:

1. Inform users about cookies being used on Ferrero’s websites 2. Enable users to activate or deactivate different types of cookies 3. Briefly explain why and how Ferrero collects cookie-based data

Plug-in deployed over 10+ sites Stable bounce rate Client teams engaged : • • • •

Legal department Digital marketing Product/market managers Agencies

fifty-five’s Cookie Consent plug-in was chosen on the basis of its elegant, non-intrusive and entirely customisable layout, the possibility for Ferrero’s teams to set how long the banner should be displayed and the simplicity of use of its cookie settings for endusers. Setting up Cookie Consent required the prior implementation of a tag management system (TMS); fifty-five helped Ferrero choose an appropriate solution. The agency took the opportunity to review all of Ferrero’s tags. With the new TMS in place, the marketing teams are now able to manage their tags with ease.

www.fifty-five.com | [email protected] | Paris • London • Hong Kong • New York • Shanghai

fifty-five proprietary

Working with the product and brand managers to define a layout adapted for each website, fifty-five started deploying Cookie Consent, beginning with the group’s flagship sites: Ferrero.fr, FerreroRocher.fr, KinderChocolat.fr, KinderPourLenfance.fr and NutellaParlonsEn.fr. The plug-in is currently deployed across the group’s other French websites: the remaining Kinder websites, the Nutella webzine, the Tic-Tac websites, etc.

For more information about Cookie Consent: bit.ly/cooK2sN

“Cookie Consent allows us to preserve our brand identities and to offer a smooth navigation experience, while establishing a relation of transparency and trust with our visitors.” Colin Godefroy, Interactive Media Executive Ferrero

The results from the first implementations were reassuring: the layout of the plug-in respected the brand identity and was coherent with the sites’ graphic design, while navigation indicators showed no major disruption (stable bounce rate, moderate interaction with the plug-in). Ferrero wanted to inform users, while preserving usability. Cookies are used to sustain and improve the digital ecosystem, and the aim was to inform without raising any alarms. By choosing Cookie Consent, thanks to its ability to seamlessly integrate with websites’ graphic identity and the simplicity of its cookie settings option, Ferrero has given users control over how they share data, while preserving a smooth navigation experience. This enables the Piedmontese group to transparently collect data, in order to improve the products and services offered on their websites. For more information about Cookie Consent, check our video! fifty-five, the data company fifty-five helps brands leverage their data to increase marketing, advertising, and sales effectiveness. We help businesses collect, enrich, and activate their data to find new customers, foster engagement, increase conversion, and drive sales across online and offline channels. We work with our clients to achieve these goals using a combination of consulting, software, and managed services. Co-founded by former Google executives, fifty-five has offices in Paris, London, Hong Kong, New York and Shanghai..

www.fifty-five.com | [email protected] | Paris • London • Hong Kong • New York • Shanghai

fifty-five proprietary

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With the new TMS in place, the marketing teams ... [email protected] | Paris • London • Hong Kong • New York • Shanghai ... Interactive Media Executive.
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