Ferrero is one of the world’s largest chocolate producers, the owner of brands such as Ferrero Rocher chocolates, Nutella chocolate-hazelnut spread, Tic Tac mints and Kinder.

Like many consumer products companies, Ferrero has traditionally been a big spender on TV advertising in its various markets. The company is also moving its marketing footprint onto the web: last month, for instance, the company relaunched its online presence in France with a more contemporary approach to engaging with consumers online and more effectively highlighting and promoting its brands.

In this FIR Interview, Guillaume du Gardier, New Media Manager at Ferrero France, discusses his approach to online marketing and advertising, shares some thoughts regarding Ferrero’s use of social media by employees, and offers some timely advice on project planning when considering the use of social media.

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About our Conversation Partner

Guillaume du Gardier is the New Media Manager at Ferrero France. His role is to help the company integrating the change brought by the digital and social media world in all sectors of its business, from marketing to corporate or internal communication and sales.

Previously, du Gardier was employed as the Director of Online Communications Europe at Edelman. There, he was responsible for online marketing and PR and has worked on developing online campaigns for multinational corporations. As the first French PR blogger, he is a regular speaker at various online communication and social media events.

Guillaume du Gardier blogs at Roue Libre and is active on Twitter.

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(Cross-posted from For Immediate Release, Shel’s and my podcast blog.)