Nescafe: Conqueror of the coffee lover's hearts

This case study describes a social media campaign in Poland by Nestle, the coffee brand, which made use of content and competitions.

Nescafé: Conqueror of the coffee lover's hearts

Miroslaw Smolewski

Campaign details

Brand owner: NestléAgency: MEC PolandBrand: NescaféCountry: Poland

Executive summary

Nescafé is the most popular soluble coffee in Poland and in the world. The agency wanted to communicate the brand in social media and set themselves an ambitious goal: become the biggest Polish coffee fanpage on Facebook in one year.

Market background and business objectives

There were already strong players present on Facebook: number 1 was Tchibo, and Starbucks, Coffeeheaven and Maxwell House were also doing well.

Insight and strategic thinking

The question...

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