Activation of "Why I Drink Coffee?" campaign for Nestle was conducted in Croatia and Serbia, and the key communication platform was Facebook.
Co-operation with fitness/sports influencers has been achieved through video tutorials on coffee benefits related to physical activity.
In Croatia, the influencer in the campaign was Marija Mataić, better known as one of Girly Fitness bloggers, while Nada Piliškić, a fitness influencer from Nada FITT's blog, was the influencer for this activation in Serbia.
The activation of the campaign took place via Facebook pages Girly Fitness and Nada FITT along with Facebook pages NESCAFÉ Dolce Gusto Croatia and Serbia. A total of 3 videos were posted on each market. In the first video, the goal of the influencer was to present the benefits of drinking coffee in the morning and before the physical activity, in the following video coffee was used as an energy booster before exercise while in the last video concentrating on relaxation, stretching, exercises and coffee for benefits related to any form of physical activity. As part of the campaign, Girly Fitness had additional Instagram announcements including her favorite NESCAFÉ Dolce Gusto coffee, and Nada included video posts on Instagram.
The campaign had a total of 7,946 Facebook interactions and 56,180 video views in Croatia, while the interaction in Serbia had 2,166 Facebook and Instagram interactions and 78,079 video views on both channels.
Through co-operation with influencers and content published on their channels, we have significantly increased the reach beyond our own channels in both countries. As expected, the activation results are most successful by looking at the total engagement of influencers' followers
By analyzing social networking activities, the most important factor for success was the ability of the influencers to demonstrate co-operation as authentic and natural, and to incorporate content into their regular communication.