The Best Use of Social Media Influencers
CAMPAIGN TIME RANGE:
01/10/2021 - 15/11/2021
CASE STUDY VIDEO
The Brand Brief:
For decades, NESCAFÉ has long been a favorite name for taste and experience. But when it comes to attributes which relates to caring about people, community and environment, the scores are still having gaps. In Q4 of 2021, NESCAFÉ determined to recourse its major communication towards sustainability making it a key driver for long-term brand building. Under its approach of community & environment, NESCAFÉ wants to engage & interact with young generation of coffee drinkers & tell the story of NESCAFÉ’s journey to THE TASTE OF RESPECT, making them realize how NESCAFÉ cares about people, community, and environment /planet.
The Landscape Situation
SOLUBLE COFFEE CATEGORY LACKS EMOTIONAL LINKAGE WITH THE CONSUMERS.
Majority of the winning attributes of coffee brands are skewed towards product function. NESCAFÉ being a leading soluble coffee brand recognizes that it has yet to make true connection with their audience, especially the Gen Z, beyond the benefits of drinking coffee. So, there is a need to look at the other facets of the brand that will truly bridge connections.
NESCAFÉ’S SUSTAINABILITY STORY CAN BRIDGE THE CONNECTION, BUT IT’S YET TO BECOME WELL-KNOWN AMONGST THE YOUNG.
NESCAFÉ is a brand that prides itself not just of its quality and taste – the brand has been persistent in taking real action towards environmental and community sustainability with the inception of The NESCAFÉ Plan – a long-term project for sustainability growth including environment care and innovation to sustainable coffee farming. By focusing on sustainable coffee farming and sustainable value chains, throughout the past 10 years, NESCAFÉ Plan has increased the value and quality of Vietnamese coffee beans, realising its vision of turning Vietnam into the global benchmark for robusta beans. This flagship programs has been contributed into development of farmers likelihood in Central Highlands but to our target audience, this is not yet well-known.
SUSTAINABILITY IS NOT A POPULAR CONVERSATION PIECE DURING THE COURSE OF THE PANDEMIC.
While consumers are increasingly becoming conscious of companies’ efforts for environmental and social good, this subject was overshadowed by more pressing and more relevant concerns surrounding COVID-19. Directing people’s attention to NESCAFÉ’s sustainable acts is a tough job during this time, so our message and activities begged to be attractive and appealing.
The Communication Task
Enhance NESCAFÉ brand equity by raising awareness and uplifting the imagery attributes among millennials and gen Z. From production function (good quality, taste) to making its heart to the environment and the communities more well known. The key performance indicator was to drive an increase in brand health scores for: Brand that cares about the environment or planet and Brand that cares about people and communities
Drive awareness, create buzz and dominate social. HOW DO WE SPREAD THE MESSGAGE AND MAKE IT BIG AND ATTRACTIVE TO OUR TARGET AUDIENCE – GEN Z?
TO MAKE A SUSTAINABILITY AN INSPIRATIONAL CALLING that does not only catch attention of Gen Z, but make them re-think of their relationship with NATURE.
Our Key Strategy:
Connect the Gen Z with our Sustainability Story through COLLABORATIONS:
Music + Influencers & Communities
This platform is undoubtedly a magnet that captures Gen Z’s attention especially when done right. It is an asset that is easily shared and enjoyed by many. We brought together two of young Vietnamese favourite musical arts – producer HOANG TOULIVER and a rising Gen Z singer MY ANH to make a healing music album inspired by the origin, nature and farming stories of NESCAFÉ Plan in tree, soil, water, farmers and coffee. The lyrics and the songs paints a picture on the contributions and achievements of the NESCAFÉ Plan. Not only did they bring in the beats – but they also advocated for the massage on their own platforms.
INFLUENCERS & COMMUNITIES
They are powerful channels in shaping opinions especially when content is treated with authenticity. In Vietnam, micro and nano influencers are recognized for their authenticity and power to drive buzz and advocacy.7 Macro and mega influencers, due to their huge following and more tailored image, act like an extended social media asset of the brand as they drive reach to more audiences.
OUR INFLUENCER APPROACH
+ Brand personalities to create authenticity from brand to influencer to consumer – to select the most suitable influencers who not only have relevancy in imagery but also have influence on key TA.
+ Campaign’s objective – to map out different influencer group with specific role at different consumer behavior process.
OUR INFLUENCER MIX
+ High-profile people – HOANG TOULIVER and MY ANH to drive reach & inspire on brand value
+ Progressive Urbanites: They are a good mix of successful urbanites, living in urban and have modern lifestyle. Social presence focuses on macro & micro tier with a good balance of reach & engagement. The group includes Khanh Vy & Nguyen Lam Thao Tam – as good example of talent & dynamic gen Z, together with Jun Pham – a representative from Millennials. The group is leveraged to trigger conversation/engagement towards brand imageries.
+ Peer Influencer: A normal profile with their own small group of followers on social – micro-tier reach & engagement to deeper the conversation of mindfulness & advocate for brand imageries, brand love as well.
+ Like-minded Communities: we tapped news, music, travel, celebrity, and lifestyle communities that are attractive to GEN Zs to spark & enlarge the conversation, recruit brand advocator and encourage them to engage in brand’s conversation spreading the sounds and the message.
Our influencers created authentic content that opened the floor for discussion with their followers. We immersed them to the music and gave them freedom to express their thoughts, feelings and translate them into meaningful posts, photos, or videos, even sharing the lyrics.
GEN Z ARE STRONG ADVOCATES OF SUSTAINABILITY – This young generation share, discuss, and recommend brands that resonate with the causes they care about. They are likely to purchase, advocate, and become loyal to brands who showcase their sustainability efforts.
MORE SOCIAL MEDIA ACTION IS SEEN AMONGST GEN Z ESPECIALLY IF ABOUT SUSTAINABILITY - More social media action is seen amongst Gen Z which indicates that they are the potential group that would create better word-of-mouth advocacy and interact with the brand more.
MUSIC IS A TOP INTEREST FOR THIS AUDIENCE SEGMENT – music has been a consistent platform across brands from different industries to appeal to the young. For a brand with so much story to tell, NESCAFE recognizes that the coffee experience is made much more colorful when music goes with it.
MANY OF OUR INFLUENCERS ARE ALREADY IN THE SPACE OF “LOVING NATURE” – authenticity is a necessary aspect of the campaign. We want to ensure that the influencers we tap can authentically tell the story of the music album and NESCAFE’s intentions. My Anh’s mom My Linh was known to nurture her daughter’s talents by bringing her closer to nature and to the people around them. Jun Pham on the other hand is a known nature-lover and have consistently shown adoration and care for the environment. By injecting these elements, we recognize that we can authentically connect our audience to the music and the message
NESCAFE NÂNG NIU LẮM THIÊN NHIÊN ƠI - THE SMARTEST SUSTAINABILITY CONTENT CO-CREATION WITH KOL/ INFLUENCERS
POOLING THE RIGHT INFLUENCERS
To strike an investment efficiency, we strategized an influencer mix that will deliver the buzz and virality we intended. Our mix consisted of 3 macro influencers (500k-1M followers) who will drive bigness to the effort; 50 micro (~100k followers) to reach niche interest touchpoints, and 10 communities to create engagement.
For High-profile personalities, My Anh and Hoang Touliver, we leveraged their professional image and characteristics in building their authentic stories about nature, love and environment. With the way Hoang Touliver produces music – in which his music style and his dedication for Vietnamese music industry has been presented naturally through this collab. While My Anh’s talent was nurtured by her mom – My Linh wo taught her to engage with nature, love people and show dedication for every piece of her work.
For the 3 Macro influencers: Khanh Vy – Jun Pham and Thao Tam, we creatively leveraged their own personal characteristics and style to create their own stories sharing about their experience enjoying a cup of NESCAFÉ – a cup of respect.
INFLUENCER SCOPE OF WORK
-SPREADING THE SOUNDS AND THE MESSAGE, CREATING THEIR OWN SUSTAINABILITY MESSAGES BASED ON THE BACKDROP OF THIS MUSIC/SOUNDS
Amplification is one of the key advantages of influencers and communities. But we want the engagement to be more hard working and authentic. That is why we immersed them to the music and gave them the freedom to express their thoughts and feelings and translate them into meaningful posts, photos, or videos, and even sharing the lyrics.
- STRENGTHENING THE CONNECTION THROUGH AUTHENTIC CONTENT AND CONVERSATIONS
Our influencers created content that opened the floor for discussions with their followers. They explored vlogs that enabled the influencers to openly talk about their sentiments around the message of Nescafe, photo posts that trigger their followers to comment, interact, and generate their own content.
With KOLS at the center, we COLLABORATED with KENH 14 FANPAGE – a channel for young people to do a livestream with JUN PHAM and Mr. PHAM PHU NGOC – Chief Representative of NESTLÉ Vietnam in the Central Highlands to share about the inspiring story from 10-year journey of NESCAFÉ Plan contributing to long-term famers’ livelihood and sustainable community. Beside that, we also co-create some engaging social activities most of Millennials and Gen Z love to better amplify the message and contribute to the pull and talkability of the campaign.
CREATE BUZZ AND DOMINATE SOCIAL
We wanted the campaign to make a big noise, so our goal was to exceed the buzz benchmarks in the last 6 months before our campaign period. We tailored our influencer strategy in such a way that even if it were a stand-alone channel, it could meet and exceed the buzz benchmarks of non-alcoholic beverage industry.
+ Buzz volume: 9.1k non-alcoholic beverage; our KPI: 13,200 buzz increased 279% compared to previous year
Other metrics we want to exceed are the following:
+ Audience scale: 3.4k non-alcoholic beverage
+ Sentiment score: 0.90 non-alcoholic beverage
KPIs focus on our 3A evaluation:
+ ATTENTION: focus on total reach – reach, total buzz volume, audience scale & virality score
+ ATTITUDE: focus on how influence the campaign is – brand love/trust, sentiment score, relevancy score
+ ACTION: focus on what audience do – top discussion, keywords penetration