Nescafe enjoyed a huge boost in awareness through a video-led campaign that encouraged Egyptians to reconnect with old friends over a cup of coffee.
Case study summary
• Coffee brand wanted to drive sales and increase awareness in Egypt by encouraging social connections between customers and the brand.
• “First Tag” campaign encouraged people to share a coffee with the first person they had ever tagged on Facebook.
• 4 week campaign, which launched in December 2015 resulted in 10-point lift in ad recall
The challenge
Launched by Swiss food and beverage company Nestlé in 1938, Nescafé is now the world’s leading instant coffee brand.
Nescafé’s campaign objectives were to drive sales and increase awareness by encouraging social connections between customers and the brand.
The solution
Working closely with its agency, Performics Egypt, Nescafé developed a Facebook and Instagram campaign that celebrated friendship, reunion and sharing. The feel-good “First Tag” campaign encouraged people to share a coffee with the first person they had ever tagged on Facebook.
The results
The campaign proved highly successful for Nescafé, with a Nielsen Brand Effect study showing big lifts in ad recall and campaign awareness. The videos received over 20 million views, and over 10,000 people tagged their friends.
Highlights of the 4-week campaign, which launched in December 2015, included:
• 10-point lift in ad recall
• 12-point lift in campaign awareness
• 12 million people reached
Mohamed Abo El Fotouh, Consumer Communications & eBusiness Manager, Nestlé, said: “Facebook’s advanced targeting capabilities offer brand builders a unique opportunity to reach our core target audience where they are most receptive to brand communication. For our First Tag campaign, we chose the reach and frequency buying tool, enabling us to reach over 60% of our target audience, in turn generating unprecedented levels of engagement with our consumers.”
