The Brand Brief:

For decades, NESCAFÉ has long been a favorite name for taste and experience. But when it comes to attributes which relates to caring about people, community and environment, the scores are still having gaps. In Q4 of 2021, NESCAFÉ determined to recourse its major communication towards sustainability making it a key driver for long-term brand building. Under its approach of community & environment, NESCAFÉ wants to engage & interact with young generation of coffee drinkers & tell the story of NESCAFÉ’s journey to THE TASTE OF RESPECT, making them realize how NESCAFÉ cares about people, community, and environment /planet.

The Landscape Situation

SOLUBLE COFFEE CATEGORY LACKS EMOTIONAL LINKAGE WITH THE CONSUMERS.
Majority of the winning attributes of coffee brands are skewed towards product function. NESCAFÉ being a leading soluble coffee brand recognizes that it has yet to make true connection with their audience, especially the Gen Z, beyond the benefits of drinking coffee. So, there is a need to look at the other facets of the brand that will truly bridge connections.

NESCAFÉ’S SUSTAINABILITY STORY CAN BRIDGE THE CONNECTION, BUT IT’S YET TO BECOME WELL-KNOWN AMONGST THE YOUNG.
NESCAFÉ is a brand that prides itself not just of its quality and taste – the brand has been persistent in taking real action towards environmental and community sustainability with the inception of The NESCAFÉ Plan – a long-term project for sustainability growth including environment care and innovation to sustainable coffee farming. By focusing on sustainable coffee farming and sustainable value chains, throughout the past 10 years, NESCAFÉ Plan has increased the value and quality of Vietnamese coffee beans, realising its vision of turning Vietnam into the global benchmark for robusta beans. This flagship programs has been contributed into development of farmers likelihood in Central Highlands but to our target audience, this is not yet well-known.

SUSTAINABILITY IS NOT A POPULAR CONVERSATION PIECE DURING THE COURSE OF THE PANDEMIC.
While consumers are increasingly becoming conscious of companies’ efforts for environmental and social good, this subject was overshadowed by more pressing and more relevant concerns surrounding COVID-19. Directing people’s attention to NESCAFÉ’s sustainable acts is a tough job during this time, so our message and activities begged to be attractive and appealing.

The Communication Task
Enhance NESCAFÉ brand equity by raising awareness and uplifting the imagery attributes among millennials and gen Z. From production function (good quality, taste) to making its heart to the environment and the communities more well known. The key performance indicator was to drive an increase in brand health scores for: Brand that cares about the environment or planet and Brand that cares about people and communities

Campaign Objective
Drive awareness, create buzz and dominate social. HOW DO WE SPREAD THE MESSGAGE AND MAKE IT BIG AND ATTRACTIVE TO OUR TARGET AUDIENCE – GEN Z?

Campaign Challenge
TO MAKE A SUSTAINABILITY AN INSPIRATIONAL CALLING that does not only catch attention of Gen Z, but make them re-think of their relationship with NATURE.

Our Key Strategy:
Connect the Gen Z with our Sustainability Story through COLLABORATIONS:
Music + Influencers & Communities
MUSIC
This platform is undoubtedly a magnet that captures Gen Z’s attention especially when done right. It is an asset that is easily shared and enjoyed by many. We brought together two of young Vietnamese favourite musical arts – producer HOANG TOULIVER and a rising Gen Z singer MY ANH to make a healing music album inspired by the origin, nature and farming stories of NESCAFÉ Plan in tree, soil, water, farmers and coffee. The lyrics and the songs paints a picture on the contributions and achievements of the NESCAFÉ Plan. Not only did they bring in the beats – but they also advocated for the massage on their own platforms.

INFLUENCERS & COMMUNITIES
They are powerful channels in shaping opinions especially when content is treated with authenticity. In Vietnam, micro and nano influencers are recognized for their authenticity and power to drive buzz and advocacy.7 Macro and mega influencers, due to their huge following and more tailored image, act like an extended social media asset of the brand as they drive reach to more audiences.

OUR INFLUENCER APPROACH
+ Brand personalities to create authenticity from brand to influencer to consumer – to select the most suitable influencers who not only have relevancy in imagery but also have influence on key TA.
+ Campaign’s objective – to map out different influencer group with specific role at different consumer behavior process.

OUR INFLUENCER MIX
+ High-profile people – HOANG TOULIVER and MY ANH to drive reach & inspire on brand value
+ Progressive Urbanites: They are a good mix of successful urbanites, living in urban and have modern lifestyle. Social presence focuses on macro & micro tier with a good balance of reach & engagement. The group includes Khanh Vy & Nguyen Lam Thao Tam – as good example of talent & dynamic gen Z, together with Jun Pham – a representative from Millennials. The group is leveraged to trigger conversation/engagement towards brand imageries.
+ Peer Influencer: A normal profile with their own small group of followers on social – micro-tier reach & engagement to deeper the conversation of mindfulness & advocate for brand imageries, brand love as well.
+ Like-minded Communities: we tapped news, music, travel, celebrity, and lifestyle communities that are attractive to GEN Zs to spark & enlarge the conversation, recruit brand advocator and encourage them to engage in brand’s conversation spreading the sounds and the message.

Our influencers created authentic content that opened the floor for discussion with their followers. We immersed them to the music and gave them freedom to express their thoughts, feelings and translate them into meaningful posts, photos, or videos, even sharing the lyrics.