Racheal Lee
Aug 26, 2013

CASE STUDY: How Nescafe increased awareness for its new 3in1 Original

Nescafe launched a digital campaign in The Philippines for the relaunch of the Nescafe 3in1 Original, through MRM Manila.

Background

Nescafe unveiled a Japanese Sentai-inspired viral video, entitled EDGAR (Earth Defending Giant Auto Robot), to promote the relaunch of Nescafe 3in1 Original.

Aim

The campaign is aimed at the relaunch Nescafe 3in1 Original, which is 20 per cent bigger than a previous variant but with richer coffee taste, according to the brand. It sought to create awareness for Nescafe’s new “bigger, bolder” variant and regain appeal to a key market, which is the young professionals.

Execution

Many Filipinos in their 20s and 30s grew up with Japanese Sentai shows (such as Power Rangers, Bioman, and Shaider) as well as anime programmes that starred giant robots like Voltes V and Mazinger Z.

Nescafe decided to maximise its two million Facebook fans and 2,000 Twitter followers to fuel conversations about the campaign, with mini contests where premium items were given as prizes.

Celebrity endorsers, such as Ramon Bautista, Parokya ni Edgar and Mayumi Gomez, were also instrumental in spreading the campaign online. The video was also featured in different news and digital sites that added traffic to its YouTube channel as well as being mentioned by local DJs.

The brand also maximised the potential of the video by using effective media placements to promote it, with advertising efforts on YouTube as well as premium page post ads on Facebook.

Results

The video was launched in April and promoted through May. According to Nielsen, during that period there was a notable 6 per cent growth in sales for Nescafe 3in1 Original compared to the first quarter.

The video garnered 1.5 million YouTube views, averaging 220,000 views a day. It also accumulated almost 65,000 likes, 5,000 Facebook comments and 12,000 social-network shares.

Source:
Campaign Asia

Related Articles

Just Published

17 hours ago

Agency Report Card 2024: Mindshare

Mindshare faced significant setbacks in APAC in 2024, losing nearly a billion dollars in client business and falling out of Campaign's top 20 rankings, highlighting the need for strategic renewal.

18 hours ago

2025 Cannes Contenders: Dentsu APAC leaders place ...

From the grippingly serious to the hilariously eccentric, three Dentsu creative and product leaders across APAC give their nods to award-worthy work that may win a Cannes Lions next week.

19 hours ago

'Media isn’t a commodity. Treating it like one is a ...

Ruben Schreurs tells Campaign why litigation, platform volatility, and outdated media models are distorting decision-making—and why advertisers need to focus less on adjacency panic, and more on strategic clarity.

19 hours ago

WPP never seized control of its destiny under Mark ...

Departing CEO had some notable successes, but the company has struggled.