Nestlé Philippines has established a strong presence with over 100 years of operations. The brand prides itself in bringing the best food and beverage products to Filipino consumers at every stage of their lives.
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Nestlé Philippines has established a strong presence with over 100 years of operations. The brand prides itself in bringing the best food and beverage products to Filipino consumers at every stage of their lives.
As a premium coffee brand, Nestlé’s NESCAFÉ GOLD had to reach niche audiences who enjoyed coffee, sought gifting ideas, and would be likely to spend well on quality products. Using InMobi and Inquiro Audiences, the brand identified and targeted Filipinos and Filipinas aged 30-54 over 20 niche audience segments on their favorite entertainment, utility, gaming, and shopping apps. With segments such as Coffee Enthusiasts, Coffee Chain Regulars, Lifestyle Spenders, Breadwinners, Affluent Neighborhood Residents, Foodies, and Online Shopaholics, the brand achieved maximum precision.
The brand brewed a delightfully immersive rich media experience that opened with Christmas elements and the messaging, “Masters Go for Gold”, encouraging them to “Be an expert gift-giver this Christmas” and inviting them to wipe the screen. On wiping the screen, the unit revealed a pack of NESCAFÉ GOLD with the message, “Give the GIFT OF GOLD”, accompanied by aesthetic elements of gifting and coffee. Tapping on the two compelling call-to-action buttons allowed the viewer to buy the product with a tap on the e-commerce websites Shopee and Lazada.
Nestlé Philippines conducted a brand lift study to measure the success of the campaign for NESCAFÉ GOLD. The brand saw impressive results, with an incredible lift in brand awareness, message association, and willingness to recommend NESCAFÉ GOLD.
Nestlé Philippines not only met its goal of amplifying awareness but also achieved remarkable engagement during the holiday season and drove product usage. Moreover, the engaging rich media experience drove traffic to e-commerce websites. The brand lift study found that 67% of Filipinos exposed to the interactive experience were aware of the brand, accompanied by significant usage and word-of-mouth.
