After the successful 1-year launch of Vertuo in the United Arab Emirates & Saudi Arabia, we realised that younger audiences were yet to learn about this machine.
Nespresso was looking to explore new platforms to reach new audiences who will be the future consumers of the brand, outside of the everyday go-to platforms, to richen its engagement with its target audience.
TikTok provided an exciting alternative to test new inventive ways for users to engage through coffee to drive awareness for the Nespresso brand while getting people to create content as part of the activation. TikTok amongst millennials in these 2 markets is the fastest growing globally.
BRUTAL SIMPLICITY OF THOUGHT
The challenge for the brief was to ensure that we developed a #tag challenge which was centered around the brand and Vertuo product but most importantly fit the platform and felt native to the content styles that users are accustomed to.
With that in mind we wrote and composed a signature music track in both English and Arabic which would highlight coffee as the core message and brand intrinsic.
We filmed the main challenge video for the campaign with an influencer in Saudi Arabia who dis our signature dance move. For the launch we took over TikTok with 12 influencers, challenge banners and takeovers to kick start the #CoffeBeats Dance challenge.
1.94bn Views on the #tag
12 influencers with a combined following of 38.3M
50% increase in purchase intent
70% Lift in Ad Recall
19% increase in brand Favourability
39% Coffee and Machine sell out in UAE and KSA
ENGLISH #TAG CHALLENGE:
ARABIC #TAG CHALLENGE:
Client: Nespresso MEA
Year: November 27, 2020