Post on 09-May-2020
May 2018
Case Study
Nescafé AZERA | Influencer Marketing
Tailored Strategy
Nescafé needed help launching their latest line of coffee, AZERA Intenso Espresso in the Swiss market. In order to increase overall brand awareness, engage audiences, and boost sales, the coffee giant would have to overcome a saturated market and win over audience members who may view the brand as too “commercial” or one-dimensional.
The Challenges
To build their notoriety, Nescafé decided to target young men and women living in Switzerland that are interested in coffee, food, lifestyle, and fashion.
Target Audience
Nescafé - May 2018
In order to popularize their new product, Upfluence proposed partnering with 10 prominent Swiss food/lifestyle influencers for two distinct campaigns: one in-person event (a barista workshop) and one classic- style sampling campaign. These partnerships included the right for Nescafé to re-use the created material for future PR purposes.
Our Campaign Strategy
To create a “teaser” feel for the release of the product, Influencers were encouraged to use the intimate format of Instagram Stories during the exclusive workshops. Influencers would also produce original recipes using the coffee to highlight its uses while hosting giveaways to maximize audience engagement.
The Influencers
Over 50 imaginative, insider-look content pieces that proved Nescafé AZERA to be a trendy new coffee.
Results
Campaign Results
Likes
Global Performances
Organic Results
PR Reach*
Impressions
Comments
657,145
41,831
1,160,232
830
Instagram : 41,669Facebook : 162
Instagram : 825Facebook : 5
* PR Reach= Maximum potential viewership based on followings* Impressions = number of times that content was actually viewed
10 Swiss Influencers
108KUpfluence was able to identify and recruit influencers with greater reach than anticipated.
The influencers interest in the brand inspired more stories, maximizing the number of impressions.
The attractiveness of the activations (workshop and contests) positively impacted the number of organic interactions with the publications. (Likes, shares, comments)
657K
Goals vs. ResultsOutperforming in every KPI
+332% greater reach
+212% visibility
43K+391% engagement
85K-250K
Average Following
Avg. Impressions
5K-12.5KInteractions
Projected | Achieved
59+268% more content
16Instagram Stories
25K
BeYourOwnBarista
Product Sampling: By allowing influencers to test the product and share feedback, the content produced became more personalized and authentic in the eyes of audiences.
Giveaway Contests: The contests effectively generated audience engagements, increasing overall awareness.
Storytelling at its finest...Diverse approaches increased engagement
#
Influencers:
● All located in Switzerland
● 4 for the Workshop Campaign
● 6 for the Classic Sampling Campaign
Multiple Editorial Angles:1. The Barista Workshop intrigued audiences by giving a
sneak peek of the new line of coffee.2. The recipes produced by influencers highlighted
unique ways to enjoy the new coffee.
Media Audience Type
1,080,000 Followers
80,078 Fans
TOTAL 1,160,078
Content Distribution
Number of Posts by MediaInfluencer Community Size
13 posts*
72 Content Pieces in Total
Examples of Influencer Content
Top Posts - Workshop
Instagram post
194 saves
11,602 likes
212 comments
Instagram post
@elvira_abasova @cristinagheiceanu
37 saves
6,404 likes
174 comments
Instagram Stories - Workshop
321k+ followers
@elvira_abasova
287,479 views on their (11) Instagram Stories
Instagram Stories - Workshop
134k+ followers
@cristinagheiceanu
103,694 views on their (16) Instagram Stories
Top Posts - Classic
Instagram post
201 saved
8,699 likes
82 comments
Instagram post
@j.a.d_b @oliviafaeh
47 saved
2,495 likes
43 comments
Instagram Stories - Classic
117k+ followers
@j.a.d_b
278,984 views on their (8) Instagram Stories
Instagram Stories - Classic
62k+ followers
@oliviafaeh
18,111 views on their (5) Instagram Stories
Conclusion
● Strong motivation for influencers to join the campaign due to the editorial value offered by each of the activitations.
○ Activation Workshop: 11 interested (30.5%) of influencers contacted○ Activation Classic: 13 interested (18.3%) of influencers contacted
● 100% organic performances○ 43,000 engagements ○ 657,000 impressions ○ 779,000 Instagram Story views
● The production of valuable tutorial video clips by influencers can be reused in future PR efforts by Nescafé.
● Highly engaged influencers○ 13 posts and 59 Instagram stories were produced (or 43 bonus content
pieces considering the initial projections.)
● A campaign that was characterized by it’s veritable content creators.
Upfluence. 33 Quai Arloing, 69009 Lyon
Jérôme CossavellaHead of Salesjerome.cossavella@upfluence.com+41.78.675.96.66
Morgane PelletierVP Influencer Marketing Divisionmorgane.pelletier@upfluence.com+33 (0)420-880-040
Jhonayce BaezInfluencer Analystjhonayce.baez@upfluence.com+33 (0)420-880-040