Objective:To promote trial purchase of the 10 gm Nescafe 3 in 1sachet through the sales promotion Drive awarenessaround the brand benefits.To create a platform for consumers to share theirexperience with the brand.Encourage brand advocacy.To create a platform that will support all ATL and BTLcommunicationRational:Our Target audience spends a lot of their time Online.They go online to socialize, get information and shareinformation.They are more receptive to brands that they feel havethings in common with them and brands thatunderstand their needs.
The Bigger Idea“Drive Purchase through Larger than life Incentive.”
How do we Drive this Idea on a DigitalPlatform? Social Online media- Consumer Advertising - Engagement Advocacy Awareness Platform
Social branding: Distribution will seeEach time users interact, 5 - 7% of their friends the action BRAND Bought Media Earned Media Owned Media
Bought Media is Mainly tocreate Online Awareness for Face book Face book Ad Pagethe Campaign. The Face bookad is linked to the Fan pagethus 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
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.
REWARDS = BRAND ADVOCACYYou need to Incentivize the Target audience to join your community and interactwith you.Get them to generate Content and Share it. Then you need to reward them and ofcourse 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!
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.