Nescafe: From Tianyi with Love

Nescafé Smoovlatte, a bottled coffee brand, partnered with virtual idol Luo Tianyi to grow sales and brand love among a youth audience in China.

Campaign details

Brand: NescafeAgency: Mindshare China

Strategy

Objective

To revitalize young audiences' love for Nescafé, we needed to demonstrate Nescafé's innovation and understanding of youth culture.

Key performance measurement areas:

  1. Sales;
  2. Brand love;
  3. Media impression; and
  4. Digital content engagement.
Target Audience

Generation Z consumers who are young and easily distracted.

Creative Strategy

The target audience represents the second generation since China's one-child policy was launched in the 1980s. This means they grew up alone, with no cousins. They long for companionship. In their solitude, they have been captivated by virtual idols, or vocaloids are anime-like characters, with...

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