Celebrating Latin Heritage with Nescafé Clásico
Highlighting traditions of dance and sharing ‘un cafecito’, LVM builds and strengthens Nescafe’s relationship with U.S. Latinos via social media, public relations and special events.
http://www.nestleusa.com/brands/Coffee/ClasicoThe challenge
Grow Nescafé Clásico’s brand connection with the U.S. Latino market by demonstrating a commitment to its culture and traditions.
The approach
LVM developed and delivered a culturally relevant social media and public relations campaign, around ‘Celebra Nuestro Ritmo’, that offered consumers the opportunity to celebrate their Latin heritage through dance and ‘un cafecito’. Leveraged celebrity dancer ‘Poty’, from Mira Quien Baila, to promote the campaign through a special VIP blogger event and social media activations throughout Southern California. Engaged bloggers and key influencers to help drive sweepstakes entries, to win a trip to New York to dance with ‘Poty’, and to attend events.
The results
Educated key bloggers and influencers, on behalf of Nescafé Clásico, on the importance of dance and coffee for one’s health. Garnered high quality editorial placements on targeted Latino blogs, driving new customers to engage with the brand and its promotion. Generated over 5,000 sweepstakes entries via Facebook (compared to 6,300 entries via mail-in forms) and increased Facebook likes by nearly 27,000 during promotional period. Solidified Nescafé Clásico’s position as the leading coffee for Latinos in the United States.
