Campaign details
Brand: NescaféBrand owner: NestléEntrant company: Mindshare China, ShanghaiMarket: China (Mainland)Sector: Hot drinksMedia channels: Content marketing, Mobile & apps, Online video, Social media, Word of mouth, influencersBudget: Up to 500k
Executive summary
Nescafé is the No.1 instant coffee brand in China.
However, during the COIVD-19 outbreak, it faced a big challenge, as coffee purchases shifted online to eCommerce stores, where Nescafé had a relatively weaker presence.
Nescafé needed to find a way to cut through the noise, differentiating itself from the thousands of COVID related campaigns...