Nescafé AZERA Influencer Marketing

Transcription

1 Case Study Nescafé AZERA Influencer Marketing May 2018

2 Tailored Strategy Nescafé - May 2018 The Challenges Target Audience To build their notoriety, Nescafé decided to target young men and women living in Switzerland that are interested in coffee, food, lifestyle, and fashion. Nescafé needed help launching their latest line of coffee, AZERA Intenso Espresso in the Swiss market. In order to increase overall brand awareness, engage audiences, and boost sales, the coffee giant would have to overcome a saturated market and win over audience members who may view the brand as too commercial or one-dimensional.

3 Our Campaign Strategy The Influencers To create a teaser feel for the release of the product, Influencers were encouraged to use the intimate format of Instagram Stories during the exclusive workshops. Influencers would also produce original recipes using the coffee to highlight its uses while hosting giveaways to maximize audience engagement. In order to popularize their new product, Upfluence proposed partnering with 10 prominent Swiss food/lifestyle influencers for two distinct campaigns: one in-person event (a barista workshop) and one classic- style sampling campaign. These partnerships included the right for Nescafé to re-use the created material for future PR purposes. Results Over 50 imaginative, insider-look content pieces that proved Nescafé AZERA to be a trendy new coffee.

4 Campaign Results

5 Global Performances 10 Swiss Influencers Organic Results PR Reach* 1,160, ,145 Impressions Likes Instagram : 41,669 Facebook : , Comments Instagram : 825 Facebook : 5 * PR Reach= Maximum potential viewership based on followings * Impressions = number of times that content was actually viewed

6 Goals vs. Results Outperforming in every KPI Projected Achieved Upfluence was able to identify and recruit influencers with greater reach than anticipated. The influencers interest in the brand inspired more stories, maximizing the number of impressions. The attractiveness of the activations (workshop and contests) positively impacted the number of organic interactions with the publications. (Likes, shares, comments) 25K Average Following 16 Instagram Stories 85K-250K Avg. Impressions 5K-12.5K Interactions 108K +332% greater reach % more content 657K +212% visibility 43K +391% engagement

7 Storytelling at its finest... Diverse approaches increased engagement Product Sampling: By allowing influencers to test the product and share feedback, the content produced became more personalized and authentic in the eyes of audiences. Multiple Editorial Angles: 1. The Barista Workshop intrigued audiences by giving a sneak peek of the new line of coffee. 2. The recipes produced by influencers highlighted unique ways to enjoy the new coffee. Giveaway Contests: The contests effectively generated audience engagements, increasing overall awareness. Influencers: # BeYourOwnBarista All located in Switzerland 4 for the Workshop Campaign 6 for the Classic Sampling Campaign

8 Content Distribution Influencer Community Size Number of Posts by Media Media Audience Type 1,080,000 Followers 80,078 Fans TOTAL 1,160,078 in 13 Total posts* 72 Content Pieces

9 Examples of Influencer Content

10 Top Posts 11,602 likes 6,404 likes 212 comments 174 comments 194 saves 37 saves Instagram post Instagram post

11 Instagram Stories - 321k+ followers 287,479 views on their (11) Instagram Stories

12 Instagram Stories - 134k+ followers 103,694 views on their (16) Instagram Stories

13 Top Posts 8,699 likes 2,495 likes 82 comments 43 comments 201 saved 47 saved Instagram post Instagram post

14 Instagram Stories - 117k+ followers 278,984 views on their (8) Instagram Stories

15 Instagram Stories - 62k+ followers 18,111 views on their (5) Instagram Stories

16 Conclusion Strong motivation for influencers to join the campaign due to the editorial value offered by each of the activitations. Activation Workshop: 11 interested (30.5%) of influencers contacted Activation Classic: 13 interested (18.3%) of influencers contacted 100% organic performances 43,000 engagements 657,000 impressions 779,000 Instagram Story views The production of valuable tutorial video clips by influencers can be reused in future PR efforts by Nescafé. Highly engaged influencers 13 posts and 59 Instagram stories were produced (or 43 bonus content pieces considering the initial projections.) A campaign that was characterized by it s veritable content creators.

17 Morgane Pelletier VP Influencer Marketing Division +33 (0) Jhonayce Baez Influencer Analyst +33 (0) Jérôme Cossavella Head of Sales Upfluence. 33 Quai Arloing, Lyon