Arnold made a 42-web video documentary along with the interactions with his friends. The documentary had more than 8 million views, 63,000 likes, 5,500 shares and 4,800 comments on Facebook. That’s not all! The brand’s Facebook Page also increased the number of fans by 400%.
The project turned into a real success as other people also wanted to have the same experience as Arnaud, which gave the idea of a contest. The Facebook contest, titled ’le Défi Nescafé, got 26,000 applications.
The brand is always active through many online and offline campaigns and it is a great idea to combine both.
Mobile-first / Social-first approach
Nescafé is a love brand with a lot of followers on social media.
This is not a coincidence, but a result of the brand’s mobile-first approach. The purpose of this upgraded perspective is to re-energise the brand according to Carsten Fredholm, head of Nestlé’s beverage strategic business unit. Also, a global focus on mobile and social media help them create a consistent look and feel across in 180 countries.
Nescafé has 35M followers on Facebook and 90.1K followers on Instagram(They have local Instagram accounts for different countries). Considering Millennials create a big part of their target audience, that is a great way to keep in touch with them. The brand is also active on the platforms such as Twitter, Snapchat.
Being always in connection with the new generation makes them stay young despite all the years in the sector. The brand is trying hard to keep the leadership in its class through such energiser projects and never letting people see the brand as an outdated one.
Conducting global campaigns for global identity
Another digital success of Nescafé is “Good Morning World”, which is a 360-degree video campaign on Facebook. The target is basically ‘to create real connections’ with the younger generation. The campaign, created as a part of REDvolution identity of the brand, is aiming to create a global character for Nescafé.
Global brands may choose different approaches for marketing such as playing the game more local. With this campaign, like many others, Nescafé chose to act globally by celebrating the variety in a single project.
As of the campaign, people from all around the world are seen at their breakfast tables – with a cup of Nescafé. They dance with and chant the soundtrack of “Don’t Worry” by Madcon. The audience has an interactive experience with the 360-degree video. They can point their smartphones in any direction to view different clips within the video.
Here we have to realize that Nescafé’s digital marketing strategy meticulously focuses on the younger consumers. And obviously, that strategy works very well.
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