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:
- Sales;
- Brand love;
- Media impression; and
- 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...