Post by account_disabled on Mar 14, 2024 4:48:50 GMT
Nescafè: a Manga-inspired campaign for the student target The Nescafè brand has developed a really interesting campaign in China which we are about to tell you about. In fact, the target was represented by young people, especially students, who need the energy of coffee to study and prepare for exams. The Instant Manga campaign represented a useful example of how to "engage" the millennial audience online. Summary In short, the campaign consists of 4 fundamental points: Objective: target university students during their most stressful moment, i.e. final exams; Channel: Youdao App (cloud note app) showing a short manga to the public; Tool: a 30-second video game to engage students and encourage them to "save" their classmates; Results: Reached 25 million college students nationwide with over 100,000 uploads and sharing of their notes with friends via the app; Nescafe's goal Instant coffee has been used in China for some time now and Nestlé has always been the leader in the category.
While penetration and its use remains stable between 25 and 45 years old, the Find Your Phone Number younger audience, sampled, aged 18-24 years were not attracted to the category at all. And it makes a lot of sense as they are young and have endless energy! Even though these post-90s youth are typically full of energy, they often feel stressed, especially when it comes to studying. Often this is the only boy in many families and this younger generation also excels at school compared to previous ones. Stress has increased more and more - also due to the many late-night study sessions - leading the kids to love manga and games that give them an alternative to relax. Thus was born the idea of using the Manga and the Internet to which students are more accustomed with the addition of the message: "be cheerful"! The Manga The 100% Mobile campaign targeted college students during their most stressful time: final exams. Nescafè wanted to give students the short break they deserve along with a boost of energy.
Nestlé worked with the Youdao app, which allows students to upload and share notes with their friends. A simple HTML page has been inserted inside the app; once clicked, students could view a short funny manga story, set in their world of studying, exams, professors and stress. Then a simple 30-second video game allowed them to become involved with the story and the battle to "save" their classmates. Eventually they could share their real notes instead of the game's virtual ones. Both the manga and the game were designed in a sleek black-and-white Japanese manga style. Accept Functional cookies to view the content. The results The simple idea, but beautifully executed, had amazing results. The mini-site has sent encouraging messages to more than 25 million college students nationwide. More than 100,000 students have uploaded and shared their notes with friends via the app.
While penetration and its use remains stable between 25 and 45 years old, the Find Your Phone Number younger audience, sampled, aged 18-24 years were not attracted to the category at all. And it makes a lot of sense as they are young and have endless energy! Even though these post-90s youth are typically full of energy, they often feel stressed, especially when it comes to studying. Often this is the only boy in many families and this younger generation also excels at school compared to previous ones. Stress has increased more and more - also due to the many late-night study sessions - leading the kids to love manga and games that give them an alternative to relax. Thus was born the idea of using the Manga and the Internet to which students are more accustomed with the addition of the message: "be cheerful"! The Manga The 100% Mobile campaign targeted college students during their most stressful time: final exams. Nescafè wanted to give students the short break they deserve along with a boost of energy.
Nestlé worked with the Youdao app, which allows students to upload and share notes with their friends. A simple HTML page has been inserted inside the app; once clicked, students could view a short funny manga story, set in their world of studying, exams, professors and stress. Then a simple 30-second video game allowed them to become involved with the story and the battle to "save" their classmates. Eventually they could share their real notes instead of the game's virtual ones. Both the manga and the game were designed in a sleek black-and-white Japanese manga style. Accept Functional cookies to view the content. The results The simple idea, but beautifully executed, had amazing results. The mini-site has sent encouraging messages to more than 25 million college students nationwide. More than 100,000 students have uploaded and shared their notes with friends via the app.