Nestle won big in the 80s and 90s, when Chinese consumers first embraced soluble instant coffee, becoming a leading brand in the market.
However, as consumers have shifted their coffee-habits to out-of-home options such as Starbucks, Nestle has fallen behind in terms of sophistication.
To engage more sophisticated behavior, Nestle launched Dolce Gusto, an in-home capsule coffee machine in China. To successfully launch the product and create a supporting behavior, the brand launched a number of digital engagements focused on target coffee drinkers.
What you’ll learn:
How to launch a new product through social media
How to use trending topics to encourage new behavior
How use virtual communities to engage young consumers
How to theme social media assets to create brand perception
How to create new behavior through online video
How to amplify co-brand collaboration through H5 mini sites
How to educate consumers through e-commerce design