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Branded CONTENT MARKETING TOOLKIT

KINDER.COM
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PURPOSE OF
THIS DOCUMENT
This document provides the tools and knowledge to activate
an “always-on” content marketing approach for Kinder.com
in order to turn it into a world leading website. It outlines the:

strategic rationale and content strategy

best practice examples provided from Kinder.com and

other websites

guidelines for how to produce, implement and promote

this content locally
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3. Content strategy 5. Guidelines

CONTENTS SEO analysis Product usage
1. Strategic Overview 4 content areas Image & video
Area 1: Make SEO
Our digital ambition
Area 2: Discover Usage rights
Objective
Area 3: Entertain Repurposing content
Current position
Area 4: Celebrate User experience
Strategic framework
Promotion on social media
Brand purpose and our mission
Responsible marketing
4. Smart practice & examples
Diversity & Inclusion
2. Content playground Introduction
Target audience Make
Discover 6. Tools & Resources
Content playground
Other websites Entertain
Celebrate 7. Golden Rules
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overview
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Strategic overview
Our starting point and overall direction.

Our digital ambition

Objective
Strategic framework
Current position
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OUR AMBITION IS
To evolve from a
product-focused website
into a brand
engagement channel for
parents/caregivers
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OUR OBJECTIVE HOW WE WILL ACHIEVE THIS

Increase We must evolve the Kinder.com
website performance at a website at a local level from an
Kinder.com local level to reach the global
target.
informational and promotional
website into a brand engagement
marketing channel to support
parents/caregivers in the challenges
of raising their children, providing
content that is easily accessible and
instantly useful to them at any time
of night or day.
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Our current position

Organic traffic currently accounts
for only 16% of the total website
Paid &
Others 82%
traffic*.

Improving website traffic will

This organic traffic is generated by
consumer searching for branded
keywords only.**
help us optimise our
advertising investment (in
Kinder.com both media and paid search)
for strategic content.

Total website traffic decreased last

year due to lower investment in
paid media.* But organic traffic
rose over the same period.
Organic sessions

* Source: Google Analytics, Jan-Dec 2020 ** Source: Semrush, November 2020

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KINDER.COM ROLE IN OUR STRATEGIC FRAMEWORK

Joyful growth
Extending reach, equity and sales across the consumer journey

objectives Optimise Reach Build equity (trust and love) Drive transactions

1 2
Reach and personalise Activate social media
3
Extend the product
4
Share our values
5
Win at the shelf
experience
Focus areas
«Never-ending Improve relevance and Extend products, Emphasise our brand Win in search and new
recruitment» through timeliness of social services and experiences purpose and social channels, while driving
reach and engage in 1 to interventions – clear to engage consumers responsability story, offline transactions
1 communications to guidelines and strategy. and drive preference. whist responding to through digital.
stay front of mind. consumer concerns.

Kinder.com
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brand PURPOSE (WHY) AND ouR Mission (HOW & WHAT)

We care for those little yet precious

why moments that bring so much joy to kids

HOW …by operating responsibly as a

family company can do

WHAT …By offering little treats & experiences that

generate a lot of joy for kids & a lot of
reassurance for parents
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content playground
Who is our target audience, how we can help them in their daily lives and
who else is playing in this arena.

Target audience
Content playground
Other websites
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11

Who are WE talking to?

MILLENNIAL PARENTS & CAREGIVERS WITH KIDS (3-12 years old)

• Parents born between 1980 and 1994, who grew up

with video clips and video games. Marked by the use
and abuse of technologies.

• They are redefining parenting for their generation.

Dads are increasingly involved, breaking down
stereotypical gender roles.

• Born between 2008 and 2017, their children play on

apps, spend more time in front of screens, have
greater digital literacy but less social training.

• They have access to more technology, information

and external influences than any generation before
them.
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What doES our target audience need help with?

Kids mindful times Experiencing together Internet s.0.s

20 minutes every day to simply sit with their 47% of millennial parents are planning to schedule 86% of dads turn to search engines for guidance on key
children and listen to them – something known as family game nights instead of sitting down to watch parenting topics, like preparing meals, using a product,
Everyday Take 20! television shows in the new decade find inspiration for activities

CONTENT PLAYGROUND: ACTIVITIES WITH THEIR CHILDREN

Source: ChannelMums – ThinkWithGoogle – Ipsos Connect
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WHAT WEBSITES DO THEY CURRENTLY USE?

COMPETITORS OTHER CHILDREN’S BRANDS PUBLISHERS & BROADCASTERS VERTICAL PLAYERS

CONTENT PLAYGROUND: ACTIVITIES WITH THEIR CHILDREN

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content strategy
What content we should be focusing on and why.

SEO analysis
4 content areas
Area 1: Make
Area 2: Discover
Area 3: Entertain
Area 4: Celebrate
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WE ANALYSED WHAT ACTIVITIES WITH CHILDREN

PARENTS ARE 25 PIVOTAL multi
We identified data sources

SEARCHING FOR 1000+ websites (websites with the best ratio of

7 countries language websites USED
MANUALLY BROWSED search volumes and keywords)
AS DATA SET FOR KEYWORDS

690,000 keywords PROCESSED We collected keywords from each

market to build a dataset

300 MILLION MONTHLY GOOGLE SEARCH VOLUME

We analysed the data forming

clusters then semantic groups and
117 CONTENT CLUSTERS IDENTIFIED then identified 4 editorial streams

28 GLOBAL SEMANTIC GROUPS

4 EDITORIAL STREAMS

* Source: Quantitaive analysis with Semrush - Power BI - Excel Pivot, Oct-Nov 2020
Monthly estimated search across 7 countries within the processed and clusterized dataset
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AND IDENTIFIED 4 EDITORIAL STREAMS WITH HIGH SEARCH POTENTIAL

Make discover
Creative activities including colouring, crafts Edutainment
and cooking and development of curiosity
117 monthly million search volume 83 monthly million search volume

Entertain Celebrate
The world of play and fun Special occasions, seasons
for family sharing and holidays
51 monthly million search volume 44 monthly million search volume
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4 EDITORIAL STREAMS TO HELP PARENTS

Make
Provide parents with hands-on activities to help
children develop their pragmatic-cognitive skills,
while having fun, away from screens
discover
Help parents amaze their children, opening their
eyes to the wonders of the world and to inspire
their curiosity of the new, the unknown or the
unexpected.

entertain celebrate
Support parents in sharing precious little
Be a constant presence, supporting parents during
moments of joy with their children, bringing about
celebratory moments, with fresh tips and ideas
feelings of happiness, bonding and security.
related to these special occasions throughout the
year.
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make

Full of crafting and creative activities this editorial stream will be

the largest of the four. There is an overlap with the Celebrate section.

MOST HIGHLY Drawing & colouring Recipes Crafts Craft activities for
activities
SEARCHED celebrations
TOPICS
Drawing, painting and Family friendly recipes for Creative and DIY activities Craft activities for
colouring activities for parents to do with for parents to do with parents to do with
description parents to do with kids. children. their kids. children that are related
to special days like
birthdays or Halloween.
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discover

Focused on helping parents stimulate curiosity and an appetite for

discovery in their children.

MOST HIGHLY Animals & Science Countries and How to teach Reading and writing Numbers
environment geography
SEARCHED
TOPICS
Help parents teach Help parents teach Help parents teach To help guide Help parents teach Help parents teach
their children about their children the their children about parents through a their children how to their children
description animals and how to wonders of our countries and child’s first read and write and discover the world
look after the planet and space, cultures, languages, experience for how to develop of numbers,
environment. including simple history, foods and example: riding a these skills. patterns and maths.
experiments at more. bike, telling the
home. time, using a
skipping rope, etc.
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ENTERTAIN

Play-time is a child’s favourite moment in the day, and this area will provide a
wealth of ideas for ways for parents to entertain they child whilst not getting
stuck in front of a screen.

MOST HIGHLY Games Stories and tales Songs Jokes Puzzles

SEARCHED
TOPICS
Games (including Stories for parents Popular songs and Jokes for parents to Crosswords, word
physical ones) for to read with their nursery rhymes for share with their searches,
description parents to play with children. parents to discover children to inspire pictograms and
their children. with their chlidren. laughter. brainteasers for
parents to do with
their children.
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celebrate

These special occasions, seasons and holidays should be localised to

your market. There is an overlap with the Make section.

MOST HIGHLY Birthday Christmas Halloween Gifts Easter Ramadan

SEARCHED
TOPICS
Birthday planning Activities, crafts, Halloween activities Gift ideas that Easter activities for Ramadan activities
activities for parents games and recipes for parents to do children can make parents to do with for parents to do
description to do with children related to Christmas with children like: with their parents. children like: with children like:
including invites, for parents to do costumes, crafts, recipes, crafts, Eid gift ideas,
recipes, themes, with children. games, parties, etc. games, etc. stories, crafts,
gifts, parties, games, recipe, parties, etc.
etc.
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CONTENT SHOULD ALWAYS BE

CHAMPIONED BY OUR PRODUCTS
We care for those little yet precious
why moments that bring so much joy to kids

HOW …by operating responsibly as a

family company can do

WHAT …By offering little treats & experiences that

generate a lot of joy for kids & a lot of
reassurance for parents
make discover entertain Celebrate
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smart practice EXAMPLES

The criteria to make great content along with real life examples from
the Kinder digital universe.

Introduction
Make
Discover
Entertain
Celebrate
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Introduction to examples
The following slides outline the examples in each content area that are already available on the Kinder digital channels. Where
not available we have included a examples from other websites.

make discover entertain celebrate

Recipes Animals & environment Games Birthday

Drawing & colouring Science Stories & tales Christmas

Crafts Countries Songs Halloween

Crafts for celebrations How to teach Jokes Gifts

Reading and writing Physical games Easter

Numbers Puzzles Ramadan

Kinder websites Other websites

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CONTENT RATING CRITERIA

The best practice examples have been rated according to the following criteria:
Icons explained
LEGAL COMPLIANCe KINDER PRODUCTS & BRAND
All content must follow legal guidelines related Incorporate Kinder products or programmes Rating
to marketing to children and follow our D&I (KJOM or Applaydu) into content where against criteria
code of ethics. Content must also have correct possible.
usage rights.

What is
great
SEARCH OPTIMISATION EASE TO FIND
Topics should reflect those most searched in Activities should be organised by age,
your market. Make sure to use SEO best duration, skills/knowledge. They should also
practice when creating content. have like and sharing buttons to allow social How to
promotion. optimise

SIMPLICITY SCREEN TIME REDUCTION How to

Include step-by-step instructions supported by Include Kinder branded downloadable PDFs repurpose
brand compliant images or video, with an to allow the activity to be completed away
indication of objects, materials or ingredients from screens.
required.
Legal complicance
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recipes

Kinder germany: COoK WITH YOUR CHILD

Entertaining family-friendly recipes using Kinder products for
parents to cook with children.

Concise and interesting videos and attractive images

Sharing and like buttons and SEO friendly format

Clear indication of ingredients, portion size, calories and time

Prominent product branding

Printable branded PDF to use away from screen

Recipes are easy to find (sortable by product, recipe type,

time to make, popularity on recipe index page)

Make sure to include parental presence in video of food for

responsible marketing. Make sure the introductory sentence
targets this activity at parents.

The video here could be repurposed using screenshots (if

usage rights allow).

Go to example on website
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Drawing & colouring

Kinder france: dRAW & COLOUR WITH YOUR CHILD

Hundreds of colouring in pictures, drawing guides and join-
the-dots for parents to do with their kids.

Organised by age group

Sharing and like buttons

Add SEO friendly text and heading

Include Kinder brand characters

There is a section to create personalised colouring books for

your child which has a cost. Ideally this should be free for
users.

Include a ’download and print’ button

Make sure that activities are targeted at parents to do with

their children (not at the children directly).

Go to example on website
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crafts

Kinder brazil: CRAFTS TO DO WITH YOUR CHILD

This video explains how to construct a zoo with kids for their
Kinder Surprise toy animals. One of a set of 13 videos to
construct different play scenes for Kinder Surprise toys.

Short and engaging videos display each step and the

materials required

The Kinder product is central to the activity

The video has prominent branding

These videos are currently on YouTube but should also be

placed on the website.

Could be repurposed into a step by step guide with images

This video shows a parent making the zoo, which adheres to

responsible marketing guidelines. Make sure that the title
and description indicates that this is for an activity for parents
to do with children.

Go to example on YOUTUBE
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Celebration crafts

kinder ITALY: CHRISTMAS CRAFTS WITH YOUR CHILD

Guide and materials allowing parents to make Christmas
cards/labels with their children.

Attractive video (though should be ideally 1 minute in

length).

Branded downloadable PDF templates for labels.

Video is targeted at parents.

Could be repurposed into a step by step guide with images.

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animals

kinder Mexico: TEACH YOUR CHILD ABOUT ANIMALS

Simple game to teach your child about animal habitats

Uses Kinder Surprise toys in game in conjunction with

household objects and locations

Short engaging video with prominent branding explains and

displays how the game works

Organised by age group, duration and skills learned

Sharing and like buttons

Parental presence and targeting to parents is clear in this

video, thereby adhering to responsible marketing guidelines.

Use an SEO friendly title and a short SEO friendly introductory

text in addition to video

Could be repurposed into step by step guide with images

Go to example on website
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science

kinder Mexico: TEACH YOUR CHILD ABOUT SPEED

Simple activity to display the concept of speed

Uses Kinder Surprise toy and household objects/materials

Includes a step by step guide for the activity as well as

materials/utensils required

Organised by age group, duration and skills learned

Parental presence and targeting to parents is clear, thereby

adhering to responsible marketing guidelines.

Sharing and like buttons

Use SEO friendly title and text

Include a branded downloadable template for the ramp

Could easily be repurposed for use on other website. If

budget allows you could create a short video.

Go to example on website
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Countries/GEOGRAPHY

kinder Mexico: TEACH YOUR CHILD TRANSPORT TYPES

Simple game to allow parents to teach kids about different
types of transport.

Uses Kinder Surprise toys

Short engaging video with prominent branding

Organised by age group, duration and skills learned

Parental presence and targeting to parents is clear in this

video, thereby adhering to responsible marketing guidelines.

Sharing and like buttons

Use an SEO friendly title and a short SEO friendly introductory

text in addition to video

Could be repurposed into a step by step guide with images

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Reading & writing

kinder Mexico: EXPLORE LANGUAGE WITH YOUR

CHILD
Simple activity to teach kids about onomatopoeias.

Uses Kinder Surprise toys and household objects/materials

Includes a step by step guide for the activity

Organised by age group, duration and skills learned

Parental presence and targeting to parents is clear, thereby

adhering to responsible marketing guidelines.

Sharing and like buttons

Use an SEO friendly title and text

Could easily be repurposed for use on other website (ideally

with images for each step). If budget allows you could create
a short video.

Go to example on website
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numbers

kinder Mexico: TEACH YOUR CHILD SIMPLE MATHS

Simple fun game to introduce addition and subtraction to
kids.

Short engaging video with prominent branding

Uses simple household objects

Organised by age group, duration and skills learned

Parental presence and targeting to parents is clear in this

video, thereby adhering to responsible marketing guidelines.

Sharing and like buttons

Use an SEO friendly title and a short SEO friendly introductory

text in addition to video

Could be repurposed into a step by step guide with images

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games

Kinder brazil: Imaginary plaY WITH YOUR CHILD

A video allowing parents to create an imaginary story with
their child using Kinder Surprise toys. One of a set of 44.

Short and engaging video

The Kinder product is central to the activity

The video has prominent branding

These videos are currently on YouTube but should also be

placed on the website.

Could be repurposed into a step by step guide with images

This video shows a parent completing the activity with a child,

which adheres to responsible marketing guidelines. Make
sure that the title and description indicates that this is for an
activity for parents to do with children.

Go to example on YOUTUBE
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Stories & TALES

Kinder australia: READ STORIES WITH YOUR CHILD

This content was created in conjunction with a special edition
of Kinder Surprise toys (Fairy Friends & Dino Dash)

Includes eBooks about the toys for parents to read at home

with their kids.

Includes an explanation of each Kinder Surprise toy and their

character

Includes a number of downloadable PDFs to print out in order

to create play scenes for the toys.

Include SEO friendly title and text.

Make sure that activities are targeted at parents to do with

their children (not at the children directly).

Go to example on website
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SONGS

EXTERNAL EXAMPLE: EXPLORE NURSERY RHYMES WITH YOUR CHILD

Podcast created by the BBC around a nursery rhyme.

Designed to be used by adults with children, with a

downloadable notes for the parents/teacher for related and
follow up activities.

Targeted at a specific age level and outlines the key skills

taught (listening for sounds, understanding the lyrics in songs,
learning about shopping)

You could use the Kinder brand characters in a podcast series

like this. And make sure to focus on the most searched for
nursery rhymes in your region and include SEO friendly text
and titles.

Go to example on website
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JOKES

EXTERNAL EXAMPLE: ENJOY JOKES WITH YOUR CHILD

Created by the British Council a collection of simple family
friendly jokes.

Each joke has an image and a short explanatory text.

They are organised by age/topic with ratings and comments

to encourage interaction and discussion.

You could use the Kinder brand characters in the graphics for
jokes and use the question as a teaser on social media with
the answer (and full joke with explanation) on the website.
These jokes could be organised by season or event.

Make sure to select the most popular jokes in your region

and to include SEO friendly text and titles.

Make sure that these are targeted at parents to enjoy with

their children (not at the children directly).

Go to example on website
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PHYSICAL GAMES

Kinder argentina: PLAY GAMES WITH YOUR CHILD

Content adapted from Kinder Joy of Moving programme
displaying different active games to get parents and kids
moving together.

Short engaging videos

Display each step with video and graphics

This was developed for social media but should also be on the
website.

A good example of how content can be repurposed creatively

without a large budget.

Make sure that these are targeted at parents to enjoy with

their children (not at the children directly).

Go to example on Youtube
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puzzles

Kinder canada: DO PUZZLES WITH YOUR CHILD

Simple yet entertaining crosswords and wordsearches to
keep parents busy with their children.

Prominent branding

Developed as part of a campaign for Facebook but should be

moved to the website in an SEO friendly text and image
based page with PDF download buttons allowing these to be
printed out.

Easy to repurpose (for English language sites)

Make sure that these are targeted at parents to enjoy with

their children (not at the children directly).

Go to example on FACEBOOK
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birthday

kinder ITALY: PLAN YOUR CHILD’S PARTY

Complete party planner for parents to use with kids to
prepare everything for their special event including: party
theme selection, invites maker, party decorations tutorials,
Spotify party playlists, activities planner.

Branded downloadable materials

Prominent branding and Kinder products are recommended

for the party.

Organised by activity, age and theme.

Sharing buttons

Use an SEO friendly title and SEO friendly text.

Make sure that this content is targeted at parents to enjoy

with their children, not at the children directly (e.g. “Create
your child’s party”, not “Create your party”).

Go to example on website
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christmas

EXTERNAL EXAMPLE: LISTEN TO STORIES WITH YOUR CHILD

Podcast created by the BBC for the classic story by Charles
Dickens.

Designed to be used by adults with children, with a

downloadable notes for the parents/teacher for related and
follow up activities.

Targeted at older kids and outlines the education stage and

skills taught.

You could use the Kinder brand characters in a podcast series

to bring to life a classic story from your country for younger
kids.

Make sure to focus on the most searched for stories in your

region and include SEO friendly text and titles.

Go to example on website
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halloween

Kinder germany: HALLOWEEN COOKING WITH KIDS

Easy family-focused recipe for ghost muffins using Kinder
Chocolate for parents to cook with children.

Concise and interesting videos and attractive images

Sharing and like buttons

SEO friendly format

Clear indication of ingredients, portion size, calories and time

Prominent product branding

Printable branded PDF to use away from screen

Recipes are easy to find (sortable by product, recipe type,

time to make, popularity on recipe index page).

The video here could be repurposed using screenshots (if

usage rights allow).

The video shows parental supervision, thereby adhering to

responsible marketing guidelines. Make sure the introductory
sentence targets this activity at parents.

Go to example on website
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gifts

Kinder france: CREATE GIFTS WITH YOUR CHILD

Simple craft activity for parents to make a heart card with
their child using household objects/materials.

Contains step-by-step explanation with images.

Easily printable PDFs for children to use away from screens.

Sharing and like buttons.

Organised by age group.

Add SEO friendly text.

Make sure that activities are targeted at parents to do with

their children (not at the children directly).

Go to example on website
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easter

kinder ITALY: EASTER ACTIVITIES WITH YOUR CHILD

A series of activities focused around Easter for parents to do
with children.

Includes crafts and games all focused around an Easter Egg

Hunt.

Attractive images and videos explaining activities.

Printable PDF templates for crafts.

Clear positioning and upsell of Kinder products.

Make sure that this content is targeted at parents to enjoy

with their children, not at the children directly

Go to example on website
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RAMADAN

Kinder middle east: TEACH YOUR CHILD ABOUT RAMADAN

Content developed to allow parents to teach their children
about the values behind Ramadan.

Audiobook for children to listen to (therefore no screen time)

Website also includes video stories

Targeted at parents to explore with their children, instead of

at children directly.

Include SEO friendly title and text

Include sharing and like buttons

Go to example on website
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guidelines
To help you create successful content that is aligned to our DNA.

Usage rights
Image & video Kinder tools & resources
SEO Responsible marketing
Repurposing content Diversity & Inclusion
User experience How to get started
Promotion on social
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USAGE RIGHTS
To ensure that other countries can reuse your content you
must agree usage rights for video and images on a global
basis.

This means:

Agreeing contracts with any actors used in

photos and video with global rights

Purchase music with an easy add on for global

usage rights

This information must be shared with the global team and

uploaded to the Sharepoint site.
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IMAGE GUIDELINES
We must use images that demonstrate a real and authentic
connection to the times that we live in. Key factors that
we’re looking for here are:

candid diverse

Minimal photoshop

In the Social Media Brandbook are collected all the

information about the guidelines to respect for images

LINK TO Brandbook
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VIDEO GUIDELINES: PRODUCTION STAGES

You should engage your content production agency to make videos for you. Here are the steps involved that you will work through with them with our
recommendations for each.

1. 2. 3. 4.

Concepting Storyboarding scripting casting

Define the overall idea of the video. It
should be a parent-focused video about a
children’s activity following the Kinder
brand and style (authentic, contemporary,
candid and diverse with a focus on growth,
connection and fun).
Define how the story will be told. The
structure be: introduce the activity,
followed by a shot of the materials required
and then steps involved followed by a
summary or focus on the finished
product/outcome.
Define what the actors will say keeping it
short and concise.
Identify the actor/actors for the video. Use a
parent that represents the target audience
plus a child who is the appropriate age for
the activity. Make sure to get reuse rights
for the actors to allow other countries to
use the content.
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VIDEO GUIDELINES: PRODUCTION STAGES

You should engage your content production agency to make videos for you. Here are the steps involved that you will work through with them with our
recommendations for each.

5. 6. 7. 8.

location equipment filming Post production

Select a location. Ensure it has good lighting
and sound and that it is Kinder compliant
(authentic and contemporary).
Ensure that good quality equipment is used.
If budget allows we recommend filming Editing, adding sound (music and voice over)
from multiple angles to allow more editing and graphics.
options afterwards. Note that creative
activities (recipes, crafts etc) will work best
when most filmed from the overhead angle
which allow easier editing and reduce costs.
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VIDEO GUIDELINES: SPECIFICATIONS

Technical
graphics specifications
Have Kinder branding present Aspect ratio 16:9.
throughout video and use Recommended dimensions_:
graphics to introduce the video 426 x 240 (240p), 640 x 360
and highlight key stage. (360p), 854 x 480 (480p), 1280 x
720 (720p), 1920 x 1080
(1080p), 2560 x 1440 (1440p)
and 3840 x 2160 (2160p). Max
file size 128GB. (from YouTube).
sound
Use a clear voice, ideally of the
parent explaining the activity,
with a simple theme tune (make
sure to get reuse rights for this promotions
to allow other countries to use Please remember to also include
the content). video clips for Facebook
promotion in your brief if
planned (and follow the
Facebook video specifications,
TIME please see the Social Media
Guidelines Document).
Ideally no more than one minute
long.
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Seo: OPTIMISING CONTENT

When creating pages in the CMS make sure to follow SEO best
practice:

✓ Create SEO friendly titles that use the keywords.

✓ Include an introductory text for every activity page and

make sure this includes keywords.

✓ Include keywords again in the main text of the article

✓ Include keywords in the metadata in the CMS when

creating every page (page descriptions tag, keywords tag
etc)

✓ Use ALT attributes in image tags describing each image

using the keywords.

✓ Make sure to link to other parts of the website from each

page, to build internal links.

✓ Promote your article using your other digital channels in

order to build inbound links.

SEE MORe SEO

OPTIMISATION TIPS
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Seo: KEYWORDS
In order to build organic traffic on the website you must
optimise your content for search engines. To do this you
should first identify the most searched for terms (keywords)
in Google for your region.

You should identify local keywords based on the overall

content strategy using a local SEO agency,

These keywords should guide your content strategy in

terms of selection of topics.

High search volume keywords should be included, but also

those with lower search volumes (long tail) which have less
competition.

Also think about what keywords are relevant by season to

anticipate trending searches.

SEE MORe SEO

OPTIMISATION TIPS
 INTRO guidelines
55

Recipes with Kinder products: GUIDELINES

In the dedicated folder in Kinder Digital Portal, it is possible to find all
the assets needed and the guidelines to follow in order to insert
recipes’ section on Kinder.com:

SEE recipes assets and

guidelines
 INTRO guidelines
56

USER EXPERIENCE:
NAVIGATION TOOLS

Key navigation tools DO: Include the DO: Include related

that are already
available in the
kinder.com CMS should
be used to help users
navigate to and around
the new editorial
content.
editorial content in the information boxes on
menu bar with a each activity page to
simple SEO friendly encourage lateral
title. navigation.
DO: Use space on the
home page to promote
the content.
 INTRO guidelines
57

USER EXPERIENCE:
ORGANISING CONTENT

Landing/section pages allow

you to group the content
allowing it to be found and
explored more easily by users.
Use filters or subsections. For
example for recipes: duration,
type of recipe, age range,
popularity, Kinder products
used, etc.
DO: Display attractive
images along with the DON’T: Hide key
activity name and key information (like
relevant information activity name) behind
(name, age, duration). mouseovers.

Wherever possible make sure

to leverage kinder.com CMS
templates to ensure
consistency and optimum
functionality.
 INTRO guidelines
58

USER EXPERIENCE: REDUCE SCREENTIME

To help parents reduce time in front of the screen:

DO: Include a button with a branded downloadable PDF

of the information with an A4 layout (see right)

DO: where appropriate create audiobooks or podcasts of

activities instead of videos (see example).
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 INTRO guidelines
59

Promotion ON SOCIAL MEDIA

Any content that you publish on your website should be
promoted on social using advertising budget (with a CTR
objective). This will drive users to see it, and also create
inbound links to your website which will help build the SEO
ranking for each page.

The content for website and the social channels should not be
exactly the same content. Instead the social media content
should be designed to incentivise clickthrough to the
website.
 INTRO guidelines
60

PROMOTION ON SOCIAL MEDIA: EXAMPLES

The content in the post should create interest and awareness of this content, for example using engaging images, quizzes or very short video clips (10-15 seconds
max). If you have created a video for an activity or recipe on your website please do not post the entire video on the social channel. Please make sure to target
your content at parents at all times, with appropriate messaging, and also advertising targeting.

Quiz post teaser + link Teaser image + link Teaser + QR code + link Entire video in post
 INTRO guidelines
61

RESPONSIBLE Marketing

A set of guidelines have been developed in response to the

growing regulatory pressure on advertising of foods high in
fats, sugar and salt (HFSS) and also in response to the
evolution of marketing over the last 10 years.

The high level guidelines are outlined on the following

slides with more detailed guidelines in the downloadable
document.

Please note that all activity content created as a result of

this toolkit should be targeted at parents to do with their
child. It should not be targeted at children directly.

See KINDER RESPONSIBLE

MARKETING Guidelines
 INTRO
RESPONSIBLE Marketing: GENERAL Dos & Don’tS
Do
Emphasize portion control and parental gate
Represent healthy, active and positive lifestyle every time it is possible
Choose testimonials whose core values and audience are in line with and are
able to effectively promote our Brand values, mission and vision
Focus on taste experience and positive values connected with the Brand rather
than benefits related to nutritious/ healthy function (particularly on product
demos and/ or recipe descriptions)
Represent the product as a possible option for specific consuming occasions
and leverage on emotional benefit and sense of reward
When representing sport/ artistic/ intellectual performances, always
represent the product in way that there is no link with the performances
(for ex: consumption can be shown as a reward after the performance)
guidelines
62
Do not
Represent/ encourage overconsumption or showing children having
uncontrolled access to food consumption
Represent decadent lifestyle/ food habits
Chose testimonials* (VIP, influencers or characters) whose persona and
communication style are not in line with our Brand values, mission and vision.
Testimonials shall not be used to directly push/ make call to action for
purchasing and/ or consuming our products
Convey the idea that product might have any nutritious/ healthy function, nor
use the context in an instrumental way to give the impression of product
“healthiness”
Represent product like having positive impact on sport/ artistic/ intellectual
performance or social relationship
Represent the product as the “only” or “best” option for structured eating
occasions like snacks See KINDER RESPONSIBLE
MARKETING Guidelines
 INTRO guidelines
63

RESPONSIBLE Marketing: GENERAL Dos & Don’tS

Do Do not
Sport testimonials shall be portrayed prevalently in the context of their Do not represent sport testimonials in a way that there is a link between their
private lives (eg: parents) performances and our products

Make commercial content clearly distinguish from editorial content, Blur the line between editorial content (ex: a TV show, a cartoon) and
especially in case a public person or a fictitious character which might be commercial contents (eg: the one of our ads), especially in case of contents
appealing also for children is involved (ex: soccer players) whose creative execution might make it difficult for a children to understand
the difference (ex: excessive cartoonisations, etc…)

Make sure the language you use target the gatekeeper. Use expression and tone
of voice that makes it clear (i.e.: “dear parent”; “dear mum” ; “your kids”, etc..)
Address kids directly. Direct exhortation in particular shall not be used

Include adult presence. Children can also be shown alone on single frames,
but parental gate shall be clearly perceivable from the overall context/ look Represent/ encourage pester power and/ or undermine parent role
and feel of the communication

Associate children and adolescents to actions/ situations which might be

Associate children and adolescents to actions/ situations which are dangerous/ not appropriate considering their age (for ex: riding a mountain-
appropriate in terms of behaviour/ safety to their age bike without helmet, wearing clothes not appropriate for their age, etc…)

See KINDER RESPONSIBLE

MARKETING Guidelines
 INTRO guidelines
64

RESPONSIBLE Marketing to children: E-MODULE

To ensure highest level of compliance and to facilitate the

daily work of our marketers at the global level a responsible
marketing e-module has been developed.

This online learning tool includes practical examples

allowing marketers to identify marketing to children issues
and how they can be resolved. It also includes best practice
examples.

GO TO e-MODULE
 INTRO guidelines
65

DIVERSITY & INCLUSION AT FERRERO

“Companies that work to reach diversity can benefit from better business performance and reputational upsides: this is a great chance to make our company
thrive both on business and human terms”. G. Ferrero

Approach: To embrace diversity and make sure that in our Brands communication we truly reflect the diverse communities that our brands serve through
thoughtful and respectful content.

DIVERSITY
Diversity is the Mix.
Encompasses the full range of
human differences and
similarities. Both identity based
and cognitive.
INCLUSION
Inclusion is making the mix
& work.
It unlocks the power of
diversity.
 INTRO guidelines
66

DIVERSITY & INCLUSION: KEY STEPS FOR INTEGRATION INTO BRAND COMMUNICATION

1. 2. 3.

Using a diverse group, review existing
content and partnerships to make sure
that they align with Brands’ message
and Ferrero values which are outlined
in our Code of Ethics.
Avoid stereotypes and biases relating
to gender, age, sexual orientation,
ethnicity, religion, culture, habits,
language, etc.
Ensure that diversity, which may
include different aspects at the same
time, is built into the creative
development process (from briefs to See Ferrero D&I
production & final assets). Marketing
Communication
Guidelines

Code of ethics
INTRO
67
Tools & resources

Tools & Resources

To help you create successful content that is aligned to our DNA.
 INTRO
68
Tools & resources

TOOLS & RESOURCES:

KINDER DIGITAL PORTAL

To help you create consistent and compliant brand content it is

possible to find all centrally developed assets in the main menu of
Kinder Digital Portal.
Here, on the left of the page, in the Item “Brand assets”, all assets
are arranged according to the reference product.

Kinder digital portal

 INTRO
69
Tools & resources

TOOLS & RESOURCES:

KINDER.COM GOOGLE DATA STUDIO
Track your website performance in real-time, without having to
open Google Analytics (GA).

It draws data from GA and displays it via two dashboards (global

and country-level). It allows you to analyse:

• main KPIs (monthly traffic, bounce rates, avg. time on page)

• most and least visited pages
• who your users are and where they come from.
• traffic sources (social media, organic etc)
• how your campaigns are performing

The template can be custom-configured for your individual

business unit KPIs. Please contact us if this feature is of interest to
you.

GO TO REPORT TEMPLATE

Additional tracking has also been added to the website to allow a

more detailed of website traffic. Read more
 INTRO Tools & resources
70

TOOLS & RESOURCES:

KINDER.COM RECIPE CONTENT TYPE
• To help you create consistent and compliant recipes you can
use the recipe content template in the kinder.com CMS. This
has specific functionality tailored for recipes which includes:

• Display recipes details as a checklist.

• Recipes likes and recipe duration.
• Add social sharing
• Add a required cooling time

RECIPE CONTENT: HOW TO

 INTRO Tools & resources
71

TOOLS & RESOURCES: KINDER.COM OTHER CONTENT TYPES

Games and Fun content types: select product brand, Seasonal product page: this tabs feature has been Video content type: allows display of
game difficulty, number of players and game location improved to allow more customisation for different multiple videos on one page, as well as
(home/in car etc). These come with their own tracking events (Christmas, Ramadan, etc). How to guide in the ability to filter them.
dashboard. development.

GAMES CONTENT: HOW TO FUN CONTENT: HOW TO VIDEO CONTENT: HOW TO

 INTRO Tools & resources
72

TOOLS & RESOURCES: KINDER.COM OTHER USEFUL FEATURES

Related content feature: allows you to create links Age gate (and age gate block): to control access to a Social box: this feature encourages
between related content to encourage lateral navigation specific page based on the user’s age. users to share the content on their
and improve SEO rankings. social channels.

AGE GATE: HOW TO

RELATED CONTENT: HOW TO SOCIAL BOX: HOW TO
 INTRO Tools & resources
73

TOOLS & RESOURCES: KINDER.COM OTHER USEFUL FEATURES

Buy now button: customisable button for different designs/products/retailers Breadcrumbs: to improve user
(how to guide in development). experience (how to guide in Buy button: how to
development).
INTRO Golden rules
74

Golden rules
If you don’t remember anything else, remember this.
 INTRO Golden rules
75

FIVE GOLDEN RULES

When planning content you should first identify what content you can reuse from other countries to
1) Reuse CONTENT reduce production costs. When you create new content you should agree global usage rights to allow
this content to be reused by other countries.

2) Make products The four editorial areas should be championed by our products and programmes
central to content

3) Secure expert Engage a local SEO agency to allow you to effectively tailor content to your local region. Without SEO
our website can’t perform at its best. Use digital creative agencies for content production following the
support guidelines in this document.

4) BE Data Each activity (i.e. website, social promotion) has to be evaluated in terms of real business outcomes:
driven plan measurement and tracking in advance.

5) BE Part of a Please communicate with us regularly, providing feedback on plans, sharing your plans and results. In
this way we can support you and so we can grow, develop and succeed together as a global team. Your
global team experience and learning can be useful for other markets.
 INTRO Golden rules
76

HOW TO GET STARTED

Wondering where to start?

The following slides explain the steps to getting started in

your local market, from identifying local expertise, to
content planning and briefing.

If you have any questions please contact the Kinder Digital

Global team.
INTRO Golden rules
77

HOW TO GET STARTED

1. Defining objectives: Identify clearly the business objectives, the
marketing objectives, the communication objectives. It must be
crystal clear why are we doing this.

2. Identify resources: Identify your available budget as well as internal

resources (for content management and website monitoring) and
external resources (a content production agency and an SEO agency if
budget allows).

3. Content strategy: Review the overall content strategy and tailor it to

your market by localising the keywords (ideally using a local SEO agency
if budget allows).

4. Identify content to repurpose: Identify content from other countries

that you can repurpose.

5. Brief content agency: Brief the content agency with the target
audience (including the user personas if available), content strategy,
keywords, amount of new or repurposed content required (plus
content for social promotion), formats (video, images, text) and timing.
Please also make sure to send them this guidelines document.
INTRO Golden rules
78

HOW TO GET STARTED

6. Plan your content: Once you have a good idea from your content
agency of how much content you can create in what areas for what
age ranges you can plan your content across th
Remember to plan content for both the website and
for promotion on social media.

7. Produce and/or repurpose content: Proceed with the

production and repurposing of content according to the
guidelines provided in this document.

8. Publish and promote: Upload content to the CMS and

promote it on social media channels according to the timing
in your content calendar.

9. Monitor website performance: Use Google Analytics to

monitor website performance on an ongoing basis.

Design to improve layout (ie

maybe boxes beside each
other instead of bulleted list)
 79

thank you