CASE STUDY: How Nescafe increased awareness for its new 3in1 Original

Background

Nescafe unveiled a Japanese Sentai-inspired viral video, entitled EDGAR (Earth Defending Giant Auto Robot), to promote the relaunch of Nescafe 3in1 Original.

Aim

The campaign is aimed at the relaunch Nescafe 3in1 Original, which is 20 per cent bigger than a previous variant but with richer coffee taste, according to the brand. It sought to create awareness for Nescafe’s new “bigger, bolder” variant and regain appeal to a key market, which is the young professionals.

Execution

Many Filipinos in their 20s and 30s grew up with Japanese Sentai shows (such as Power Rangers, Bioman, and Shaider) as well as anime programmes that starred giant robots like Voltes V and Mazinger Z.

Nescafe decided to maximise its two million Facebook fans and 2,000 Twitter followers to fuel conversations about the campaign, with mini contests where premium items were given as prizes.

Celebrity endorsers, such as Ramon Bautista, Parokya ni Edgar and Mayumi Gomez, were also instrumental in spreading the campaign online. The video was also featured in different news and digital sites that added traffic to its YouTube channel as well as being mentioned by local DJs.

The brand also maximised the potential of the video by using effective media placements to promote it, with advertising efforts on YouTube as well as premium page post ads on Facebook.

Results

The video was launched in April and promoted through May. According to Nielsen, during that period there was a notable 6 per cent growth in sales for Nescafe 3in1 Original compared to the first quarter.

The video garnered 1.5 million YouTube views, averaging 220,000 views a day. It also accumulated almost 65,000 likes, 5,000 Facebook comments and 12,000 social-network shares.