Nescafe: The Value of 2.7 Million

This case study describes how Nescafe, the coffee brand, increased sales in the Philippines by developing its Facebook page output.

Nescafe: The Value of 2.7 Million

Peach Natividad

Campaign details

Brand owner: Nestlé PhilippinesAgency: McCann Worldgroup Philippines – MRM ManilaBrand: NescaféCountry: The Philippines

Executive summary

Nescafé enjoyed 72% market share in the coffee-crazy Philippines. However, Filipinos started buying cheaper brands. Nescafé couldn't lower prices without sacrificing quality and had to rethink the way it built value, differentiated itself and retained its drinkers.

Facebook is where Nescafé moments are manifested by Filipinos nationwide – conversations. Nescafé decided to use their Facebook fanpage to build further value for Nescafé:

  • Relevant and real-time content;
  • Allowing fans...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands