Nescafe has been in China since the 1980s. The brand has a deep connection with Chinese consumers. Its campaign usually appeals to consumers’ feelings related to family, friends and life style.
Nescafe has for the first time started a cross-platform campaign, across Tmall, Wechat, Didi (aka. Chinese Uber) to promote “A Big Idol Date” Event (大咖节), giving consumers an opportunity to have coffee with well-known public figures in China.
Step 1 Of Our Marketing Approach: A Virtual Coffee Shop
Step 2: Cross-Platform Advertising
The second event was called “Let’s Meet For Coffee”. We promoted the event across Tmall, Didi, and Nescafe’s social media accounts in a sequence that created resonance.
*Didi is China’s riding-sharing market leader.
Step 3: Ride With Nescafe and Result
When consumers booked a ride on Didi, they were promoted to participate in a lottery event and also an opportunity to sign up for future events.
Nescafe’s instilled a young, vibrant brand image and reconnect with a younger generation of Chinese consumers.
During the two-day event, the campaign reached approx. 100K consumers with 90K chat messages (from age group 20-45) in the virtual coffee shop.