Background brief：

Traditional FMCG brand Nescafe needed a brand refresh and chose to cooperate with Little Red Book after gaining insight into the market environment and consumer trends. In this project, Nescafe encourages young people to boldly go outdoors to enjoy life and focus on their inner feelings, thus realizing the renewal of product value.

Project Objectives：

1.Boosting Nescafe's penetration in the outdoor scene

2.Helping Nestle's new product launches get noticed

3.Helping Nestlé reach and delight young consumers

First, we reinvented Nescafe's product value and delivered a new product attitude. We made it from a coffee that refreshes the mind to a brand and product that understands young consumers better.

Second, we endorsed this campaign through the joint official announcement of Nescafe official and Xiaohongshu official.

Thirdly, we found highly popular outdoor enthusiasts on the Xiaohongshu website to help Nescafe better communicate the campaign's purpose.

Fourth, we created a co-branded Xiaohongshu and Nescafe peripheral gift bag as a prize for the campaign to encourage more users to participate in the campaign.

Fifthly, we also helped Nescafe to cooperate with many famous outdoor associations to develop several outdoor routes around first-tier cities, so as to lead more young consumers to experience Nescafe's new concept in real outdoor scenarios.

First of all, we found that more than 80% of the coffee-interested people on Xiaohongshu station are interested in outdoor content, and they also carry a very obvious workplace label. So we put Nescafe in the shoes of the consumer, do these people just want a cup of refreshing coffee? No, what they need more is to end their busy work after refreshing, and then have their own time to feel better about life. They need to be able to breathe the air of nature, not to put their passion in the office.

Second, outdoor content is very popular on the Little Redneck station. In 2023, there is a 200% increase in the popularity of this content. Also there are very many outdoor enthusiasts and outdoor professionals on Xiaohongshu.

1.During the campaign, it helped Nescafe to become the No. 1 brand in the food and beverage industry on the Little Red Book website.

2.Boosted Nescafe's content share in the outdoor scene and harvested very good brand-related content.

3.Nescafé branded content was viewed 300,000,000 times, gaining significant attention for Nescafé and new product launches.

4.Nescafe brand searches are up 6,900% year-on-year. Changed young consumers' perception of Nescafe and gave them a significant increase in brand favorability.