Nescafe recently launched a campaign to increase engagement with coffee lovers on Twitter, and incorporated in the campaign a contest on Twitter where users could win themselves prizes from Nescafe daily. In order to get the conversations started, Nescafe engaged Nom Nom Media to spread the word via the ChurpChurp community.
The hashtag #StartWithNESCAFE was one of the top trending topics on Twitter in Malaysia, and the success of the campaign was covered in Marketing Magazine Malaysia – the full article is as below.
“Nescafé has launched a Twitter campaign called #StartwithNESCAFE to engage with Twitter users.
The campaign which uses the #StartwithNESCAFE hashtag, is targeted at coffee lovers who are active on Twitter.
Business executive manager-beverages of Nestlé, Sherif Hani, told A+M, the campaign aims to remind consumers that Nescafe coffee stimulate conversations.
"With Twitter being the perfect platform for casual conversations, Nescafé is able to capture and analyse the conversation tone, platform and topic which lets us engage with our core audience,"
The ongoing campaign is Nescafé first Twitter campaign to build awareness in preparation to roll out larger campaigns from other touch points in 2014.
For this campaign, creative is executed by Publicis, digital duties by Mitosis, and NomNom to advocate seeding and amplifying the conversations.
Source: http://marketing-interactive/nescafe-sparks-conversations-twitter/“