NESCAFÉ PHILIPPINES

Nestlé promoted its coffee in the Philippines by running Collaborative Ads on Instagram that featured branded content, achieving a 25% increase in incremental conversions.

THE STORY
A global food company

Multinational food and beverage conglomerate Nestlé is one of the largest companies in the world, selling an array of products including milk, food, beverages and cereals. Its flagship coffee brand, NESCAFÉ, was launched in 1938 and is widely available in the Philippines.

25%

increase in incremental conversions

40%

increase in incremental add-to-cart actions

By working with Instagram and Facebook, Openmind and multiple content creators in the Philippines, we brought NESCAFÉ Gold to life. For this campaign, Collaborative Ads that featured branded content were an invaluable asset, giving the creators the freedom and space to express themselves. With Openmind’s creative and technical expertise, we ensured our campaign was optimized for success.
DENNIS AUSTRIACO, BUSINESS EXECUTIVE OFFICER, NESTLÉ PHILIPPINES
THE GOAL
More consideration for coffee

Nestlé wanted to understand how partnering with popular Filipino content creators could drive consideration and conversion for its instant coffee, NESCAFÉ Gold.

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THE SOLUTION

Collaborating with influencers and retailers

Nestlé worked with online learning agency Openmind on a campaign to boost awareness and consideration of NESCAFÉ Gold instant coffee. The food brand partnered with multiple Philippines-based lifestyle creators to generate a series of visuals showing how the coffee was a part of their daily lives.

Nestlé then used the Collaborative Ads conversion objective to turn the creators’ branded content ads into Collaborative Ads that would reach an even wider audience. The ads were clearly marked as a “paid partnership” and included a Shop Now call-to-action button that directed people to the brand’s Shopee and Lazada stores to make a purchase.

To reach as many people as possible, Nestlé served both campaigns to a broad audience of people aged 18–65 in the Philippines. To learn how content creators helped boost consideration for its coffee, Nestlé added the “view content” event to its Facebook pixel code and discovered more than a 50% boost in meaningful online customer conversions. Specific to NESCAFÉ Gold, Nestlé’s Collaborative Ads featuring branded content inspired more add-to-cart actions and sales. According to a conversion lift test, results included:

  • 25% increase in incremental conversions
  • 40% increase in incremental add-to-cart actions
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Nestlé successfully marketed NESCAFÉ Gold by identifying and engaging relevant lifestyle content creators in the Philippines and then using the right combination of authentic, effective creative and precise targeting. We’re thrilled that the campaign successfully drove a boost in interest for our coffee products.
JAYEL LADIORAY, HEAD OF CONSUMER COMMUNICATION AND EXPERIENCES, NESTLÉ PHILIPPINES