Each day, the barrier between online and offline efforts is becoming thinner and imperceptible. Such is the case of Nescafé®, which has had great success with its digital campaigns in Mexico.
For this Marketing to Latam column, we interviewed Paola Escalante, Mauricio Luna, and Alejandro Olascoaga, who handle the Nescafé® account at Flock Advertising, Mexico. For Escalante, the key to the ad agency’s relationship with Nescafé® is working "on proposals that give added value to users, identifying their needs and what they expect from brands." But how this has been reflected in their campaigns?
Tazas Reforma, from offline to online.
Campaign name : #TAZASREFORMA (Nescafé® Despierta a la Vida)
Duration : Oct. 2 – Nov. 2
Reach : 1.5 million users
Growth on Facebook : 15,025 fans
Comments on Facebook : 4,059
Followers on Twitter : 8,980
RT’s : 2,109
Mentions : 2,615
#TAZASREFORMA was a campaign jointly conducted by the brand and three agencies: Sweet Ad (BTL), Marketing 3sesenta (Web) and Flock (Networking). "We created an exhibit of 12 giant coffee cups that were up for two months on Reforma Avenue. This was then taken to digital, thus amplifying the scope from offline to online," said Olascoaga.
The coffee cups were created by various artists, including Aldo Chaparro, Ale de la Puente, Marcela Torres and Omar Armas. The exhibit was curated by Santiago Espinosa de los Monteros and mounted for a month in Reforma, the most iconic avenue for exhibitions of this kind in Mexico City.
To increase the exhibit’s virality, a photo booth was set up where 4,711people had their photograph taken next to the image of their favorite coffee mug. The brand also launched more than 5,000 conversations with their fans on social networks as a result of the exhibit, thus increasing their reach.
Dolce Gusto Blog, information of interest to users
Monthly Visits: 5,777
Page views: 8,734
Pages per visit: 1.51
The key to the Nescafé® Dolce Gusto coffee maker’s strategy has mainly been to give it a human personality. According to Escalante, "the idea was to position Dolce Gusto as a human brand, lending a personality to its main character, the coffee maker. Dolce Gusto has different models on the market, to which both ATL and BTL have given a personality".
With this in mind, the "coffee pot" publishes interesting content for its users every day on its blog, employing its very own Dolce Gusto language. For Escalante, "the blog allows the coffee maker to have a voice and get it known beyond social networks." To date, the blog’s monthly visits top 5,700.
Dolce Gusto’s social networks generate service and conversions
FB fans : 120,039
Dolce Gusto’s strategy and personality is not only limited to the content posted. According to Escalante, " Dolce Gusto’s social networks also meet a service goal, giving users the best solutions to their product questions. (…) Service tends to be a very solemn topic for all brands— a serious issue that needs to be addressed with a formal response. At Flock, we’ve combined the personality of the brand with service, bringing users a pleasant response. (…) Dolce Gusto is no longer just a machine; it's become another friend you can ask questions of and get answers that are given with a touch of fun".
Another achievement of Dolce Gusto’s social networking strategy has been to generate conversion (purchases), said Mauricio Luna: "Social networks also serve as a means of conversion. Dolce Gusto has an online store and this helps us stimulate sales".
Dolce Gusto and Agata Ruiz de la Prada, virality without paid ads
New fans added : 8,966
Duration : Sept. 26 – Oct, 10
At a time when paid advertising is the only means by which digital campaigns are thought to take off, Dolce Gusto was able to prove otherwise, said Alejandro Olascoaga. "We did a simulation in which an Agata Ruiz de la Prada coffee maker would hack the properties of Dolce Gusto, taking on a totally cheesy personality (in the published content)."
This coffee maker was created by Spanish aristocrat and fashion designer Agata Ruiz de la Prada (hence the name). The digital hacking campaign with the Agata Ruiz coffee maker lasted only a little over a week, but in such a short time managed to attract nearly 9,000 new fans, all of them completely organic.
In response to whether paid ads are needed to achieve the desired reach, Escalante told us that "it all depends on what the goals are. If you want to have massive reach, you need to find an agent that will give you exposure. But in our experience with Agata Ruiz and Tazas Reforma, we believe that when efforts are very well-planned, and with clear goals, it is possible to achieve very interesting results. (…) Bringing in 8,000 people in an organic way in just one week makes the brand much more digitally relevant."
Olascoaga defined the main element to this organic growth: "The key is the value-added content. If a user finds added value, he or she is more likely to share it with others."
Paola Escalante is Account Grouper at Flock. She graduated from Tecnológico de Monterrey in 2009 and has worked as Account Manager for Clarus Digital overseeing the Coca-Cola brand. She has also previously served as Digital PR & Marketing Assistant at Televisa Interactive Media; worked in Corporate PR at Nextel, and Internal Communications at Walmart Mexico.
Mauricio Luna is VP of Customer Service at Flock. He was previously Project Manager at Clarus Digital for the Coca-Cola brand, Marketing Manager of Templeo.com at Televisa Interactive Media, and Marketing Coordinator at Televisa.
Alejandro Olascoaga is Account Manager at Flock and graduated from Tecnológico de Monterrey. His previous positions include Community Manager at MySpace, and Account Planner at Substance for brands such as L'Oreal, UVM, Unilever, Seguros Bancomer, RCI, and Universal Music Mexico.