Facebook Workplace: marketing genius or false economy?

One of the most interesting discussions at this year’s Dmexco emerged from a panel with Nestlé's global head of marketing Tom Buday, who gave an unusual glimpse behind the curtain at how the world’s largest food and drink company had adopted Facebook Workplace.In his speech, Buday pointed to a few campaigns Nestlé has designed specifically with Facebook Workplace. For milk powder Everyday, for example, the brand created two versions of an ad: one with high-resolution images aimed at Western markets and another that used less data and was served to consumers in India with smaller data plans. For a Coffee-mate campaign in the U.S., the team adapted a TV ad for Facebook in a few hours by playing with the creative.Of course the natural response is a mixture of apprehension around the idea of officially adopting a social network service into the business, and intrigue around how this move might play out for Nestlé. Will the social network become the new Slack in this environment? How could the tool serve Nestlé not just internally, but in its external communications too?