NESCAFE: Rewriting The Rules For Facebook Engagement
Bea Atienza
Campaign details
Brand owner: NestléBrand: NescaféAgency: MRM ManilaCountry: The PhilippinesChannels used: Internet - display, Mobile and apps, Social media, Sponsorship - event or property, Sponsorship - mediaMedia budget: 500k - 1 million
Executive summary
Nescafé was established with 65.7% market share, but instant coffee in the Philippines was seen as highly functional. Threatened by new competitors, the brand needed to deepen affinity among those currently in the franchise.
On social media, most brands use social networks like Facebook on a...