NESCAFÉ Gold relaunched its range with new variants and packaging designs that allowed consumers to “Discover Their Taste”. To continue momentum of the launch campaign, particularly amongst status seeking consumers, NESCAFÉ Gold was looking to partner with a tastemaker who could inspire people to consider the brand over other premium coffee category competitors.
FORWARD was briefed to find the perfect ‘tastemaker’ influencer partner, and work with them to develop impactful paid, editorial and social content that could be shared across multiple platforms.
The NESCAFÉ Gold relaunch campaign initially took place in mid-2018, so, we had to ensure that the influencer’s creative content was original enough to capture consumers’ attention, while still fitting seamlessly into the premium, aspirational ‘Discover Your Taste’ narrative.
To drive excitement about the range and encourage trial of the coffee variants, we developed a unique collaboration with top-tier social influencer and illustrator, Sally Spratt from The Lust List.
Sally was handed the creative reigns of the NESCAFÉ Gold brand and was tasked with designing five illustrations that reflected the five NESCAFÉ Gold soluble variants, showcasing each as having its own distinctive identity and taste.
These stand-alone designs were then amplified across a range of different platforms, including:
Sally’s illustrations were used across a range of ATL touchpoints including digital and in-store. We also worked with NESCAFÉ Gold’s digital agency to develop animated videos of the illustrations that were shared on NESCAFÉ’s owned social channels. The various designs were also used to create beautiful gift-with-purchase items, including mugs and tote bags that customers could choose from depending on their preferred coffee variant.
In order to amplify Sally’s designs and in turn the NESCAFÉ Gold messaging further, we worked with NESCAFÉ Gold’s media agency to manage a partnership with Bauer Media’s luxury titles where Sally’s illustrations were used as the basis of paid and editorial content. The illustrations were utilised by the Bauer design team across a range of advertorials that appeared in luxury food and lifestyle titles to position NESCAFÉ Gold as a premium coffee option. We also negotiated editorial interviews with Sally featuring mentions of the NESCAFÉ Gold campaign.
We worked with Sally to develop a creative social strategy to launch the illustrations on her own Instagram channel, focused on highlighting the variety and quality of the range. Over an eight-week period, Sally built excitement about the range and her designs by sharing animations and lifestyle imagery of her taking part in editorial media opportunities. She also shared other creative illustrations that brought to life the NESCAFÉ Gold messaging.
To engage food and lifestyle journalists and influencers in the campaign, we developed a personalised media send-out designed to encourage recipients to “Discover Their Taste”. Each journalist received one of the Lust List-designed tote bags and a jar of their favourite NESCAFÉ Gold coffee variant alongside a mug that was monogrammed with their name and illustrations depicting their hobbies and interests.
35 pieces of social media content (27 from The Lust List and 8 from influencers and media sharing the campaign illustrations) with a combined reach of more than 3.51 million and an average engagement of 3.81%.
9 pieces of earned and paid print media coverage across luxury food, women’s lifestyle and home interiors titles – including Harper’s Bazaar, Australian Gourmet Traveller, House & Garden and Real Living – with a reach of more than 2.26 million.