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