Publicis Groupe Ukraine

Nescafé 3in1 integration in music clip to engage young trendy audience

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
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