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Nescafe’s Social Presence goes ‘Cool’ with Cold Coffee

Nescafe has only recently launched cold coffee – a new product from their ready-to-drink line this summer of 2012 in Pakistan. They no doubt deserve a special mention for their creative digital media marketing strategy.
 
Nescafe has used an effective integration of above the line medium (billboards, standees and hoardings) directing traffic towards their Facebook Page.  The social media campaign, with the use of quirky comment, colorful artwork and bright usage of imagery shows youngsters having fun with cold coffee which blends well with the high temperatures of summer. Essentially, teenagers and young adults being Nescafe’s primary target segment, the social profile most certainly serves the purpose right.
 
The campaign strategy focuses on the product being ‘cool’ – from superheroes to music and movies  (elements most popular with the youth).  User comments are well entertained as every update on Facebook makes the users engage in discussions over what they think is cooler than the other: pop or rock, batman or superman, star wars or star trek etc.
 
Through its social presence, Nescafe has given consumers a portal to interact with the brand, thus giving the company a humane feel to it, which has formed a community of coffee-holics and in return a viral product.
 
Hats off to Nescafe for its sheer brilliance. And a yummy treat for the heat stricken Pakistanis!
 

Filed in: Digital Campaigns, Pakistan's Digital News, Social Media Tags: , , , , , , , , , , ,

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