CASE STUDY
Nescafe | Ab rukta Kaun hai
Campaign Objective
The primary goal of the brand was to enhance awareness and top-of-mind recall (TOM) while leveraging the #AbRuktaKaunHai Platform. This aimed to stimulate consideration and encourage trial of their coffee for in-home consumption.
TACTICS
A strategy was implemented using tier A influencers who took over Nescafé’s Instagram page and shared their expertise, tips & tricks, relevant ideas with the youth and released a masterclass episode about their field on IGTV and YouTube. While some influencers took over Nescafé’s Instagram, others made a video content piece explaining their journey. Nescafé’s mugs were placed organically throughout these content pieces and the KOLs used our campaign tagline ‘Ab Rukta Kaun Hai’ in a natural way.
DELIVERY & RESULT
The integration of the PR leg was fully in sync with the main TVC and acted as an extension to get engagement on the campaign. As a result, our volume grew by 8% & value increased by 23% during the campaign period, while spillover lasted for longer. Other than just internal sales, our category data also showed a positive trend as following: Spend per buyer grew by 64% in JFM while the purchase per buyer also increased by 54% We achieved 10,300,000 impressions against a benchmark of 1,600,000, reach achieved was 7,070,000 against a benchmark of 1,200,000. Total achieved engagement was 3,100,000 against a benchmark of 1,000,000. This campaign did really well in terms of increasing desired consideration and trial.
