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Iris

Core disciplines: CRM/Customer engagement, Digital, Integrated marketing, Public relations (PR)

Nescafe Big Start

Giving Britain a heartwarming start to its day

 

286% increase in KPIs within 4 weeks of a 6 month campaign

9K website views

15M+ views across Facebook, YouTube and Twitter

What started as a simple on-pack promotion became a globally shared, emotion-packed campaign that has racked up over 15M views so far

The Challenge

As the Nation’s favourite instant coffee, many people wake up to a mug of NESCAFÉ Original every morning. Wanting to take this warming daily brand moment a step further, NESCAFÉ launched the Win A Big Start campaign.  

Our Approach

Win A Big Start took a different approach in engaging NESCAFÉ fans with its brand. What started as a simple on-pack promotion became a globally shared, emotion-packed campaign that has racked up over 15m views so far. Unlike anything NESCAFÉ Original has done before, the Win a Big Start campaign rethought the standard on-pack approach, removed the usual link to purchase, and instead developed a brand affinity (and brand love) campaign with on-pack as a media channel.  

Following the success of the online films, the latest part of the series features 'Awesome David', ‘Sleepy Alex’ and ‘Queen Jenny’ across televisions for the first time in the UK. 

 

Results

15M+ views across Facebook, YouTube and Twitter

50K likes/favourites across Facebook and Twitter 

12K shares across Facebook and Twitter

90K website views

286% increase in KPIs within 4 weeks of a 6 month campaign

 

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