2. Objective:
To promote trial purchase of the 10 gm Nescafe 3 in 1
sachet through the sales promotion Drive awareness
around the brand benefits.
To create a platform for consumers to share their
experience with the brand.
Encourage brand advocacy.
To create a platform that will support all ATL and BTL
communication
Rational:
Our Target audience spends a lot of their time Online.
They go online to socialize, get information and share
information.
They are more receptive to brands that they feel have
things in common with them and brands that
understand their needs.
4. How do we Drive this Idea on a Digital
Platform?
Social
Online
media- Consumer
Advertising -
Engagement Advocacy
Awareness
Platform
5. Social branding: Distribution will see
Each time users interact, 5 - 7% of their friends
the action
BRAND
Bought Media Earned Media
Owned Media
6. Bought Media is Mainly to
create Online Awareness for Face book Face book
Ad Page
the Campaign. The Face book
ad is linked to the Fan page
thus drives traffic.
The Face book Fan
page creates an
avenue to have an
online experience
with the brand.
Creates an avenue for
consumers to engage
with the brand post
purchase
7. Online Tactics
Ask consumers to put up
pictures on themselves with the
product and tag as many
friends in it as possible. Person
with the most likes wins with
Nescafe. (Everyone can be a
winner as long as they push
brand advocacy)
Ask consumers to create UGC.
The perfect Nescafe 3 in 1
moments. (Send in photos,
videos)n Share it!
Have conversations with the
consumers post purchase about
the brand stressing its key
benefits.
8. REWARDS = BRAND ADVOCACY
You need to Incentivize the Target audience to join your community and interact
with you.
Get them to generate Content and Share it. Then you need to reward them and of
course publicize it on your Page!
Position Nescafe as the brand that will give
the target audience that out of this world
experience.
Create a buzz around the rewards associated
with the brand.
Monkey see, Monkey do. Who doesn’t want to be a winner!
9.
10. In the End…
ATL •Increase in Product Trial and
Awareness
•Owned Digital asset which
can be used for future
BTL
campaigns.
•A platform that will support
all ATL & BTL communication
•Improved Perception of the
brand.
•Targeted Digital asset-
Database.
