New Media Final Presentation

1. Nescafe Full Digital Strategy
Created by: Tyler Curtis

2. Company Background
● Instant coffee
● Quality and time
● First Nescafe in 1938
● Nescafe has been changing as coffee has been changing. New and innovative coffees
are offered to compete with coffee shops.

3. Target Audience
● Wide range of coffee lovers
● Digital is expanding
● The target audience must be able to know and use digital in their daily lives
● Ages 18-30 are proven to use social media more

4. Idea
● Utilize multiple forms of digital
● On-the-go ads for everyday busy lifestyles
● Brief, concise, and clear with our ads
● Main focus on social media platforms to appeal to younger audience.

5. Social Media
● Focusing on younger part of target audience
● GIF’s showing the ease and time advantage
● Comparison posts showing time saved in comparison to coffee shops
OR

6. Internet Marketing and Mobile
● Changes to current website to coincide with campaign
● Using current Nescafe app to help connect consumers with each other
● Using consumer generated connect to share morning routines.

7. KPI’s
● Starting campaign in the winter months
● October through June
● Measuring shares, likes, comments and impressions
+

8. Budget
● Social media budget of $10,000
● This is if ads are posted every single day
● Every other day could cut price in half but may not be as effective
● Earned and shared
● Facebook, Twitter and instagram
● Inbound marketing

9. Why it Works
● Expansion of digital media
● Nescafe needs something to attract younger audiences
● KPI’s can be easily calculated with digital
● People that are on-the-go want their advertising the same way

10. Resources
https://www.google.com/search?q=nescafe&oq=nescafe&aqs=chrome..69i57j0l4j69i59.1861j0j4&sourceid=chrome&ie=UTF-8
https://www.google.com/search?q=nescafe&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjFt46Y-
JjMAhVCuYMKHYfNBukQ_AUICCgC&biw=1242&bih=545#imgrc=va3Ka06_nvimgM%3A
https://www.google.com/search?
q=people+drinking+nescafe&espv=2&biw=1242&bih=545&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj10peP-
pjMAhWHs4MKHSStA-8Q_AUIBigB#imgrc=pOvXpUqFgPu4MM%3A
https://www.google.com/search?
q=nescafe&espv=2&biw=1242&bih=545&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiXpJ7P_JjMAhWBtYMKHcCUC7AQ_AU
IBygC#imgrc=vmf5qVpgZfN5XM%3A
https://www.google.com/search?q=nescafe&biw=1242&bih=545&source=lnms&tbm=isch&sa=X&sqi=2&ved=0ahUKEwjU-
PK3h5nMAhWGw4MKHY_CAJ0Q_AUIBygC#imgrc=yX23r9cBO8STFM%3A
https://www.google.com/search?q=nescafe&biw=1242&bih=545&source=lnms&tbm=isch&sa=X&sqi=2&ved=0ahUKEwjU-
PK3h5nMAhWGw4MKHY_CAJ0Q_AUIBygC#imgrc=lddWczK_FIrkkM%3A