Best #agencylife moment is definitely when you’re working with a client you love and you believe in their products. Every brief you get, you welcome with joy. So, that was a case in this one, too.
NESCAFÉ Dolce Gusto has been on the top of the market in the capsule coffee segment for many years now, in Croatia, Serbia and Slovenia. Globally, the market price of coffee is rising, which, given the premium positioning of the brand, makes it difficult to attract new customers. With the appearance of new competitors and the intensification of competition activities, there was a need to strengthen brand communication at the regional level to meet market challenges.
So, how do you introduce 4 new coffee flavors to your target (25-35 years old) in the lifestyle and business segment, in the Croatian, Serbian and Slovenian markets, and position NDG as a brand of high quality and superior taste? Let them taste it!
We divided the campaign into two phases.
If a day is measured by morning, then the first coffee has to be perfect! That’s why we begin our campaign with sending the box, containing all new flavors with a travel mug, to influencers and reporters, in all three markets. In return, we got so many enthusiastic posts on their social networks. Immediately after that, we started a PR campaign on the Croatian and Serbian markets. Some portals have published our material even several times.
Then we followed with the second phase, with carefully selected influencers/bloggers, two in each of the three markets. Everyone was given a rather tricky task: they had to taste 4 new NESCAFÉ Dolce Gusto coffee flavors and choosing the best one. And, what taste did they choose? Mostly they couldn’t decide because the new NESCAFÉ Dolce Gusto coffee flavors are fantastic. In addition to great articles and posts on their social networks, we also got a bunch of wonderful “real life“ photos.
And the results? Throughout the campaign, bloggers, influencers and journalists generated more than 60 posts and reached over 230,000 people in total.
The combination of different communication channels is always a successful mechanism for launching a new product. The NDG FB site in all markets had better organic reach and engagement in the months during, and after the campaign was over. We still use influencer and blogger photos for posts on online channels, which continue to deliver great results in all markets.