Nescafe 3 in 1 digital
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The document outlines an online execution strategy to promote Nescafe 3 in 1 sachets through social media engagement and advocacy. The objectives are to increase trial of the product, create a platform for consumers to share experiences, and encourage brand advocacy. The target audience spends significant time online, so the strategy uses social media advertising, a Facebook page for owned media, and tactics like contests and user-generated content to incentivize advocacy among the target audience and their social networks. The goals are increased product trial, an owned digital asset for future campaigns, and an improved brand perception through supported ATL and BTL communication.
Nescafe 3 in 1 digital
- 2. Objective: To promote trial purchase of the 10 gm Nescafe 3 in 1 sachet through the sales promotion Drive awareness around the brand benefits. To create a platform for consumers to share their experience with the brand. Encourage brand advocacy. To create a platform that will support all ATL and BTL communication Rational: Our Target audience spends a lot of their time Online. They go online to socialize, get information and share information. They are more receptive to brands that they feel have things in common with them and brands that understand their needs.
- 3. The Bigger Idea “Drive Purchase through Larger than life Incentive.”
- 4. How do we Drive this Idea on a Digital Platform? Social Online media- Consumer Advertising - Engagement Advocacy Awareness Platform
- 5. Social branding: Distribution will see Each time users interact, 5 - 7% of their friends the action BRAND Bought Media Earned Media Owned Media
- 6. Bought Media is Mainly to create Online Awareness for Face book Face book Ad Page the Campaign. The Face book ad is linked to the Fan page thus drives traffic. The Face book Fan page creates an avenue to have an online experience with the brand. Creates an avenue for consumers to engage with the brand post purchase
- 7. Online Tactics Ask consumers to put up pictures on themselves with the product and tag as many friends in it as possible. Person with the most likes wins with Nescafe. (Everyone can be a winner as long as they push brand advocacy) Ask consumers to create UGC. The perfect Nescafe 3 in 1 moments. (Send in photos, videos)n Share it! Have conversations with the consumers post purchase about the brand stressing its key benefits.
- 8. REWARDS = BRAND ADVOCACY You need to Incentivize the Target audience to join your community and interact with you. Get them to generate Content and Share it. Then you need to reward them and of course publicize it on your Page! Position Nescafe as the brand that will give the target audience that out of this world experience. Create a buzz around the rewards associated with the brand. Monkey see, Monkey do. Who doesn’t want to be a winner!
- 10. In the End… ATL •Increase in Product Trial and Awareness •Owned Digital asset which can be used for future BTL campaigns. •A platform that will support all ATL & BTL communication •Improved Perception of the brand. •Targeted Digital asset- Database.