Nestlé promoted its coffee in the Philippines by running Collaborative Ads on Instagram that featured branded content, achieving a 25% increase in incremental conversions.
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.
increase in incremental conversions
increase in incremental add-to-cart actions
Nestlé wanted to understand how partnering with popular Filipino content creators could drive consideration and conversion for its instant coffee, NESCAFÉ Gold.
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