#2 NESCAFÉ - Ogilvy SUSTAINABILITY CAMPAIGN
Nescafé aims to expand its presence in China while emphasizing its commitment to sustainability.
I played a pivotal role in supporting a team of over 50 members in executing a comprehensive three-month-long sustainability campaign across both online and offline platforms. (The team was from Ogilvy, one of the world's most famous advertisement agencies).
RESULTS
01
Online Promotion
Ogilvy created four types of sustainable accessories (Dupont Bag, Pins, Tote bags, and Coffee Cups made from coffee grounds) for NESCAFÉ. We collaborated with over 50 influencers to promote these accessories online, encouraging their followers to engage with NESCAFÉ's commitment to sustainability and participate in the brand's in-person sustainability events.
• Created Shooting Plans:
To provide clearer direction to the influencers' teams regarding the desired style of post photos, I developed the shooting plans presentation slide.
• Managed Information for Over 50 Influencers:
Organized details such as account names, account types, follower counts, post content, posting schedule, platforms used, post links, and post-performance data reviews.
• Analyzed and Visualized Vblog (Chinese Twitter) Hashtags:
Gathered and organized hashtag data from Vblog, conducted a thorough analysis and visually represented the findings. Highlighted peak response periods and provided a comparative analysis of the effectiveness of each hashtag.
02
Offline Promotion
Bring-Your-Own-Cup (BYO) Campaign:
Customers enjoy free/discounted coffee by bringing their own cups and visiting the 28
cafeterias collaborating with NESCAFÉ for Earth Day
• 28 Cafeterias' Information Gathered:
- Tailoring Nescafé campaign posters;
- Compiling cafeterias' addresses, phone numbers, and other details;
- Documenting BYOC campaign's discounted coffee and dessert offerings.
• Online promotion photos & captions generated
We required the cafes' cooperation to document the BYO campaign process for future online promotion. My responsibility included coordinating with cafe owners to schedule the presence of our photographers at specific times and locations, along with providing them with the online promotion captions for review in advance. Additionally, I assisted some cafeterias in crafting their promotional captions.
• Monitored Marketing Deliverables
We executed the campaign in four distinct phases:
- Announcement of the Nescafé Sustainability Campaign
- Promotion of Sustainability Accessories
- Earth Day Bring-Your-Own Cafeteria Events
- Sharing Sustainability Video Clips
In each phase, collaboration with the cafeterias was essential for sharing and promoting the posts. My responsibility encompassed organizing the posting schedule, liaising with the cafeterias, and ensuring their active participation.
• Cooperation protocols processed
Dealt with 28 protocols processing
• Compiled Outcome Data and Social Roadmap, Presented to NESCAFÉ
I meticulously gathered and organized a comprehensive set of outcome data, encompassing key metrics, insights, and trends derived from our campaign initiatives. Alongside this, I developed a strategic social roadmap that highlighted actionable steps of our past endeavors. This showed Ogilvy's engagement, brand visibility, and overall campaign effectiveness.
03
Video Clip Translate
Translated the four campaign video clips, which were shared by 50 + KOL accounts later with more than millions of views and were used for competing for the Effie Award 2021 (an awards program to honor the most effective advertising efforts set in the USA).
04
Internal Management
• Self-learned a comprehensive 300-page set of Nestlé's internal staff training materials.
• Created visual flowcharts depicting the contracts processing workflow.
• Utilized Microsoft Excel to monitor and document the progression of contracts.
CONCLUSION
In my position as an Account Executive for Nescafé's sustainability campaign, I had the privilege of handling a range of responsibilities. By meticulously planning and carrying out tasks, the campaign achieved notable engagement both online and offline. Moreover, I'm grateful that my involvement extended beyond the campaign itself. The contract management skills and templates I introduced continued to be useful for the organization even after my internship concluded.