Most Chinese people still prefer to drink tea, but the Nescafe 'Live Out Your Boldness' campaign may sway more Chinese consumers to choose a cup of joe. The campaign, created by OgilvyOne Beijing, features Han Han, a Chinese rally driver, blogger, singer and author, to help get the attention of young Chinese consumers.
Centered on the theme of being bold and living life to the fullest, the Nescafe 'Live Out Your Boldness' campaign features Han Han in a commercial in which he "never misses an opportunity to experience something new," describes Popsop. Four more commercials will be released that feature other well-known inspirational Chinese individuals, such as social activist Xu Can, who represent "boldness." In addition, Nescafe has partnered with Sina.com, to provide a place where Nescafe customers can share stories, videos and songs describing their own boldness.
What's Driving This Trend
- Bold Coffee Campaigns
- Companies should launch bold campaigns that encourage consumers to try new experiences with their coffee products.
- Influencer Marketing in China
- Marketing campaigns in China should consider collaborating with popular local influencers to reach young Chinese consumers.
- Branded User-generated Content
- Brands should provide a platform for customers to share their own stories, videos, and songs related to their products, like Nescafe's partnership with Sina.com.
Who This Affects Most
- Coffee Industry
- Coffee companies should consider launching bold marketing campaigns and partnering with local influencers to increase coffee consumption in new markets.
- Marketing Industry
- Marketers should embrace the use of influencer marketing, user-generated content, and bold campaigns to encourage consumer engagement and loyalty.
- Social Media Industry
- Social media platforms should continue to provide a space for branded user-generated content, such as Nescafe's partnership with Sina.com, to drive engagement and attract more users.
