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Nescafé 3in1 integration in music clip to engage young trendy audience
BACKGROUND
Nescafé 3in1 needed to attract a young audience through its communication.
This audience watches TV less often and has left a trust to direct advertising. But they trust opinion leaders and consume a lot of YouTube. They like music content and Alyona Alyona is one of the most popular local singers among them.
SOLUTION
- To use native communication with the audience by integration in Alyona Alyona’s clip with product placement and product usage.
- To engage the audience by relevant content from relevant singers & by additional bloggers support, which told about this partnership in social networks.
RESULTS
- ~4,5 Mln video views
- 104 K likes
- >100 K engaged in brand questionnaire integrated into the clip: most of the audience remembered and correctly indicated the brand