{"id":9812,"date":"2018-11-12T15:15:46","date_gmt":"2018-11-12T07:15:46","guid":{"rendered":"https:\/\/skale.today\/?p=9812"},"modified":"2018-11-12T15:15:46","modified_gmt":"2018-11-12T07:15:46","slug":"how-nescafe-in-the-philippines-built-brand-affinity-among-millenials","status":"publish","type":"post","link":"https:\/\/www.skale.today\/content\/2018\/11\/12\/how-nescafe-in-the-philippines-built-brand-affinity-among-millenials\/","title":{"rendered":"How NESCAF\u00c9 in the Philippines Built Brand Affinity among Millenials"},"content":{"rendered":"<p>To launch NESCAF\u00c9 Mocha in the Philippines, NESCAF\u00c9 had to establish brand affinity with the Gen Z (Millenials) <b>a generation that recognises NESCAF\u00c9 as <i>\u201ctheir parents\u2019 cup of coffee\u201d.<\/i> <\/b><\/p>\n<p>Research showed that <span style=\"color: #ff0000\">content creation is influential amongst Gen Z\u2019s<\/span> so instead of talking to the audience directly, the brand tapped into creators who best represent the audience&#8217;s interests and received authentic endorsements of the NESCAF\u00c9 product.<\/p>\n<p>Here&#8217;s how NESCAF\u00c9 worked with Alex Wassabi and the Filharmonic to achieve their brand objectives.<\/p>\n<h4>Goals [restrict]<\/h4>\n<ul>\n<li>To establishing brand affinity for NESCAF\u00c9 Mocha with the Gen Z<\/li>\n<\/ul>\n<h4>Approach<\/h4>\n<ul>\n<li>Collaborated with <span style=\"color: #ff0000\">YouTube creators Alex Wassabi and The Filharmonic<\/span> to create content that would resonate with the target audience<\/li>\n<li>Supported the content collaboration with paid media through TrueView and a YouTube masthead<\/li>\n<li>Complemented online efforts with on-the-ground engagement at YouTube FanFest<\/li>\n<\/ul>\n<h4>Results<\/h4>\n<p>Achieved a higher than average view-through rate, superb brand lift performance, including a 323% lift in brand interest, 20% lift in brand favorability, and 51% lift in ad recall.<\/p>\n<h3><span style=\"color: #ff0000\">Over 80% of surveyed target audience said that they would purchase NESCAF\u00c9 Mocha.<\/span><\/h3>\n<p><i>Watch the video below to see just how\u00a0NESCAF\u00c9\u00a0 together with Google in the Philippines successfully built brand recognition, affinity and recall among Gen Z.<\/i><\/p>\n<h2>Key Takeaways:<\/h2>\n<ul>\n<li>Gen Z is very big with content creation, either consuming it themselves or creating their own content mostly through mobile devices.<\/li>\n<li>According to Global Web Index, an estimated <span style=\"color: #ff0000\">47% of Filipino millennials<\/span> are non-TV to light-TV viewers who rely on other platforms for entertainment. Watching movies, listening to music, and catching TV shows on YouTube are the top ways millennials find inspiration to be creative.<\/li>\n<li><b><span style=\"color: #ff0000\">Using engaging video content for your business to reach out to Gen Z can help to also boost brand interest and brand favourability.<\/span><\/b><\/li>\n<li>Engaging with popular content creators on YouTube allows brands like NESCAFE to tap people who are representative of the audience, allowing them to endorse the brand in an authentic and genuine way.<\/li>\n<li>According to Google Philippines industry analyst Geia Lopez, brands should take on the role of enablers by providing millennials access to three things: <span style=\"color: #ff0000\"><i>adulthood, experiences, and creativity.<\/i><\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>[\/restrict]<\/p>\n<p><i>This article was contributed by\u00a0<span class=\"detail-header-meta__text\"><span style=\"color: #ff0000\"><a style=\"color: #ff0000\" href=\"https:\/\/www.thinkwithgoogle.com\/\">Think With Google.\u00a0<\/a><\/span><\/span><\/i><\/p>\n<p><i><em>Think with Google<\/em>\u00a0shares and publishes the latest\u00a0data, analysis, insights and digital innovations for marketers to stay informed and inspired. From high-level insights to deck-ready stats to useful tools, you will find the data Google is exploring and the trends they&#8217;re tracking along with forward-looking perspectives and behind-the-scenes looks at digital campaigns\u2014across industries, platforms, and audiences.\u00a0<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>To launch NESCAF\u00c9 Mocha in the Philippines, NESCAF\u00c9 had to establish brand affinity with the Gen Z (Millenials) a generation that recognises NESCAF\u00c9 as \u201ctheir parents\u2019 cup of coffee\u201d. Research showed that content creation is influential amongst Gen Z\u2019s so instead of talking to the audience directly, the brand tapped into creators who best represent&hellip; <a class=\"more-link\" href=\"https:\/\/www.skale.today\/content\/2018\/11\/12\/how-nescafe-in-the-philippines-built-brand-affinity-among-millenials\/\">Continue reading <span class=\"screen-reader-text\">How NESCAF\u00c9 in the Philippines Built Brand Affinity among Millenials<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":9814,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[42],"tags":[580,581,582,583,31,584],"class_list":["post-9812","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","tag-branding","tag-gen-z","tag-millennials-en","tag-philippines","tag-small-business-advice","tag-youtube","entry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How NESCAF\u00c9 in the Philippines Built Brand Affinity among Millenials - sKale<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.skale.today\/content\/2018\/11\/12\/how-nescafe-in-the-philippines-built-brand-affinity-among-millenials\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How NESCAF\u00c9 in the Philippines Built Brand Affinity among Millenials - sKale\" \/>\n<meta property=\"og:description\" content=\"To launch NESCAF\u00c9 Mocha in the Philippines, NESCAF\u00c9 had to establish brand affinity with the Gen Z (Millenials) a generation that recognises NESCAF\u00c9 as \u201ctheir parents\u2019 cup of coffee\u201d. 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