Night Studio

http://apps.facebook.com/nescafe-decaf

THE CHALLENGE

Convince consumers to take Nescafe DECAF at night; push awareness and sales; and grow the Nescafe DECAF’s fanpage.

SOLUTION

Facebook was used as the platform for the communication effort.  Consumers had to like Nescafe DECAF’s fanpage. Through an application, consumers were then encouraged to digitally create their own night setting using their own avatar showing them enjoying Nescafe DECAF. Entries were judged based on creativity and how viral the entries were shared and voted by others. 

RESULT

Campaign delivered 265% fans versus target; 680% entries versus the goal; and 12% increased sales. Because of its success, a second phase of the campaign was implemented.