Twit­ter, Nescafé Phl for KathNiel

The Philippine Star - - ENTERTAINM­ENT -

Fans of KathNiel (the love team of Kathryn Bernardo and Daniel Padilla) took to Twit­ter to express their sup­port for the cou­ple re­cently and Nescafé Philip­pines re­sponded by part­ner­ing with Twit­ter in a ded­i­cated 24-hour

Mo­ments cam­paign on the plat­form. This marks the first time Nescafé has launched TVC ma­te­rial on Twit­ter ex­clu­sively be­fore any­where else, and the first-of-its-kind

Mo­ments cam­paign in South­east Asia, an in­no­va­tive move that strength­ens the col­lab­o­ra­tion be­tween Nescafé Philip­pines and Twit­ter.

“KathNiel fans on Twit­ter were vo­cal about their de­sire to see the cou­ple re­turn to the lime­light. Work­ing closely with Nescafé and their agen­cies, we care­fully an­a­lyzed the data. To­gether, we agreed there was an op­por­tu­nity for par­tic­i­pa­tory sto­ry­telling — whereby the au­di­ence is an ac­tive par­tic­i­pant,” said Ro­han Routroy, brand strate­gist for South­east Asia,

Twit­ter. “As a leader in dig­i­tal in­no­va­tion and brand sto­ry­telling, Nescafé Philip­pines, it was clear to us all that this was the per­fect op­por­tu­nity to de­but the first Mo­ments cam­paign in South­east Asia.”

Mo­ments takes peo­ple to the heart of a story, and brands have al­ways been be­hind some of the best creative in­te­gra­tions on the plat­form. The ex­clu­sive Mo­ments in this case acted as a teaser to the TVC, un­fold­ing the love story be­tween KathNiel with each tweet mo­ment high­lighted. The last frame asks fans to come back to Nescafé’s han­dle to see how the story ends, in line with the launch of the TVC on Twit­ter.

“Just be­ing present is not enough any­more in the cur­rent dig­i­tal en­v­i­ron- ment, es­pe­cially in such a com­pet­i­tive in­dus­try like ours. Hav­ing a two-way re­la­tion­ship with our con­sumers has al­ways been in the fore­front of our pri­or­i­ties and we are al­ways ex­cited to work with Twit­ter on find­ing in­no­va­tive ways of fos­ter­ing these fur­ther,” said Nescafé Philip­pines brand man­ager En­rico Yee. “The Twit­ter Mo­ments cam­paign was the per­fect way to com­mu­ni­cate the brand given the na­ture/essence of Nescafé Creamy White as a prod­uct. It al­lows you to linger longer in mo­ments that truly mat­ter just like its milk­i­ness that stays.” #KathNielCr­eamyWhiteM­o­ment trended or­gan­i­cally tak­ing the Top 2 spots on Twit­ter. It peaked at the top spot af­ter the new Nescafé KathNiel TVC was added to the Pro­moted Mo­ment. Within 24-hour cam­paign win­dow, brand and the hash­tag re­ceived over 120,000 men­tions and over 4.3 mil­lion im­pres­sions. Be­tween July 16 and July 21, KathNiel’s Creamy White cam­paign re­ceived close to 38,000 likes and 27,000 retweets. The com­bi­na­tion of strong creative as­sets, part­ner­ship with in­flu­encers and wellplanne­d cam­paign ex­e­cu­tion was key to its suc­cess.

#KathNielCr­eamyWhite Mo­ment trended, tak­ing the Top 2 spots on Twit­ter

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