Nescafé: Increase Search Visibility in Coffee Category

Nescafé, a brand of coffee made by Nestlé, increased e-commerce sales in Indonesia by launching an SEO campaign that used keyword triggers to create bespoke content encouraging new and innovative ways to enjoy its coffee.

Campaign Details

Brand: NescaféAdvertiser: NestléAgency: iProspectCountry: Indonesia

Campaign objectives & challenges

Objectives

Nescafé Indonesia wanted to boost its Search prominence to thwart competitive aggression.

The key objectives in 2020 were:

  • Increase search visibility towards website by 30% through organic and paid media; 
  • Achieve brand performance index (BPI) score in organic search of 80+; and
  • Increase sales and revenue from e-commerce platforms.

*BPI score is the global measurement score used by Nestle to measure a website's SEO performance against predefined criteria.

Challenges in the market

Indonesia is among the world's top coffee producing countries...

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