Nescafe: From Tianyi with Love

Nescafé Smoovlatte, a bottled coffee brand, partnered with virtual idol Luo Tianyi to grow sales and brand love among a youth audience in China.

Campaign details

Brand: Nescafe Agency: 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:

  1. Sales;
  2. Brand love

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