Nestle won big in the 80s and 90s, when Chinese consumers first embraced soluble instant coffee, becoming a leading brand in the market.
However, as consumers have shifted their coffee-habits to out-of-home options such as Starbucks, Nestle has fallen behind in terms of sophistication.
To engage more sophisticated behavior, Nestle launched Dolce Gusto, an in-home capsule coffee machine in China. To successfully launch the product and create a supporting behavior, the brand launched a number of digital engagements focused on target coffee drinkers.
What you’ll learn:
- How to launch a new product through social media
- How to use trending topics to encourage new behavior
- How use virtual communities to engage young consumers
- How to theme social media assets to create brand perception
- How to create new behavior through online video
- How to amplify co-brand collaboration through H5 mini sites
- How to educate consumers through e-commerce design