Content
Ping Pong

For two years I've been part of the Social Media Content Team for NESCAFÉ Global. We created content on a daily basis that would later be adapted, seen, liked and shared in more than 50 Countries. My responsibility was – besides creating ideas and realising them with all kind of tools – to be "The Last Man Before Delivery" as well as right hand to the lead creative, Andre Levy.

We realised many creative ways to express "It all starts with a NESCAFÉ", to interact with followers, and to build up a strong worldwide fan-base. In 2014 we accompanied the relaunch of the new global branding for NESCAFÉ on all social media channels.

Task

In 2013 NESCAFÉ gathered 1.6 million fans on Facebook. Our job for 2014 was: transform real life love for NESCAFÉ into increased social media adoration and user engagement. And win more fans organically - in a fun and social way. Without buying them with media, incentives, lotteries or apps.

Solution

We turned our every day posts into a game between NESCAFÉ and it's fans. We called it Content Ping Pong. We served up enjoyable, shareable posts and encouraged our fans to create and share comments, posts and photos with us. As they did, more and more people discovered NESCAFÉ online and started playing. Together, we turned Facebook procrastination into user generated creativity.

Result

With over one million fans added every month, Content Ping Pong saw our fans grow from 1.6 million to 17 million in one year. Together, we created 10,000 unique content pieces. Earned a reach of 900 million. Gained over 10 million likes, comments and shares. Making NESCAFÉ one of the fastest growing beverage brands on Facebook in 2014.

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