Nescafé, after a long history in the Philippines market, needed to stir things up in the face of increasing competition. To create buzz, build brand affinity, and increase share of voice, @NescafePH turned to Twitter to launch its first TV commercial on demand with a ‘Flock to Unlock’ campaign.
TV love team ‘AlDub’, made up of the duo Alden Richards (@aldenrichards02) and Maine Mendoza (@mainedcm), were the perfect celebrities to front the campaign. A social media phenomenon, the pair previously conducted an on-air courtship via love notes and lip-syncing to popular songs. The Filipino audience adores them, and is thirsty for new content featuring the lovebirds.
To maximise engagement, @NescafePH’s new TV commercial starred the couple. Rather than just air the commercial, the brand upped the suspense with Twitter’s Flock to Unlock product. This consisted of a series of Promoted Tweets that let fans know that they had to Retweet if they wanted to see the commercial. After enough people Retweeted, then access to exclusive content would be ‘unlocked’. Similarly, managed global advertisers can also explore using the Instant Unlock Card that encourages people to Tweet to immediately unlock exclusive content. This format provides an alternative method for consumers to engage and spread a brand’s campaign message after the Tweet is sent.