For its main 2019 campaign, NESCAFÉ Azera (@NescafeAzera) saw an opportunity to engage and excite coffee lovers online by using Twitter as a key platform to spark consumers’ curiosity, create fresh conversations, and set itself apart from other coffee brands.
The #StayCurious campaign was carried out across three phases, aimed at driving awareness, engagement, and product consideration. Phase one kicked off with a First View video, which featured engaging and provocative creative to grab attention, spark curiosity, and drive mass awareness of the #StayCurious hashtag across Twitter.
For phase two, @NescafeAzera worked with Twitter and Zenith to create a bespoke competition tool based on an in-depth understanding of consumers’ passions. The competition used Conversation Cards to encourage people to Retweet an emoji that reflected the passion point that most sparked their curiosity — music, film, travel, or coffee — for a chance to win secret daily prizes.
@NescafeAzera initiated phase three by serving targeted, mobile-optimised brand films and ads to maximise awareness amongst engaged audiences and drive purchase consideration.