Nescafe: The Value of 2.7 Million

Peach Natividad

Campaign details

Brand owner: Nestlé Philippines
Agency: McCann Worldgroup Philippines – MRM Manila
Brand: Nescafé
Country: 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 to customize their Nescafé experiences;
  • Co-creation and collaboration with fans and superfans;
  • Rewarding via the Philippines' first and largest social CRM platform, Nescafé Points Kapihan.