NESCAFE: Rewriting The Rules For Facebook Engagement

Instant coffee in the Philippines is seen as highly functional, but consumer tastes are changing and new competitors have entered the market.

NESCAFE: Rewriting The Rules For Facebook Engagement

Bea Atienza

Campaign details

Brand owner: NestléBrand: NescaféAgency: MRM ManilaCountry: The PhilippinesChannels used: Internet - display, Mobile and apps, Social media, Sponsorship - event or property, Sponsorship - mediaMedia budget: 500k - 1 million

Executive summary

Nescafé was established with 65.7% market share, but instant coffee in the Philippines was seen as highly functional. Threatened by new competitors, the brand needed to deepen affinity among those currently in the franchise.

On social media, most brands use social networks like Facebook on a...

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