Nescafé: Break out of the outbreak

A campaign in China by the coffee company Nescafé increased online user engagement during the COVID-19 lockdown by celebrating.

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...

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