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Nescafé extends social-first strategy

News, 27 November 2015
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LONDON/VEVEY: Pleased with the success of a recent campaign on Facebook, instant coffee brand Nescafé has confirmed it is considering using newer social platforms as part of its marketing mix to engage millennials.

The Nestlé-owned coffee brand is available in 180 markets around the world and has been experimenting with Facebook and Tumblr, the microblogging platform, to build conversations with younger consumers in a way it believes traditional websites cannot.

Speaking to The Drum, Carsten Fredholm, head of Nestlé's beverage strategic business unit, explained that the company is adopting a mobile-first approach which has been bolstered by the success of its "Good Morning World" campaign with Facebook.

Aimed squarely at young coffee drinkers, the immersive video campaign enabled viewers to rotate their smartphones 360° to explore different video clips.

Fredholm said the success of the campaign, described as the first of its kind on Facebook, had encouraged Nestlé to diversify its social output to other platforms, such as video-sharing apps Snapchat and Periscope.

"Firstly there's no limit, we want to be where our consumers are and I think our consumers expect us to be more or less on all platforms where we can play a relevant role," he said. "We have always tried to first and we have always tried to innovate."

He went on to say that the company wants to give its online customers, especially millennials, as much of a "real brand experience" as they would get in a real store.

"I don't think my kids will queue up in the supermarket as I've been doing all my life, but of course going to a store provides a real brand experience and I think this is what we need to give people shopping online," he said.

Data sourced from The Drum; additional content by Warc staff

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