Nescafe is proud to be a democratic brand and wanted to help drive change. We had co-created the Nescafe Basement, and it was now famous for unearthing new music talent and the brand had earned a reputation around values of integrity, support and fairness in the work it was doing with musicians.

So, faced with gender issues in Pakistan that were the polar opposite of those values, it sensed a responsibility to change things. And to elevate the position of women in Pakistan, it needed to be brave.

The creative team behind the Nescafe Basement therefore created the All Girl Band, a massive social and musical milestone – and one that was not without risk.

On 28 February 2016, the All Girl Band was launched into the world. Its first song, Love Me Again, aired on Facebook and YouTube as well as 28 TV and seven radio stations.

The response was incredible. Following up, Nescafe promoted both the band and its individual members. The band was even invited to perform at events across Pakistan like TEDX and the launch of YouTube as well as international events like the WoW (Women of the World Festival) in London.

• There were more than 4,500 Facebook conversations about the band in the first two weeks, the highest engagement ever for Nescafe’s page. It led to 9,600 more fans signing up on Facebook

• Nescafe also saw its best-ever YouTube response: 1.4 million views for the video

• 6.75 million unique users saw the performance

• It resulted in a 220% ROI on digital

• There was media coverage across Pakistan and the world

• John Newman himself tweeted and shared the performance, calling it “so dope”!