How do you build a social brand that truly resonates with your customers? That was the question face by Nescafe Dolce Gusto and digital agency Lion & Lion.
The “coffee community” on social is vibrant and engaged with great potential for brands – the challenge was to tap into the tastes and preferences of this group to understand how to present their new brand identity.
To find the social customer insights they needed to build a new, fan-centric social strategy for the Malaysian market, they used Talkwalker’s social listening.
The results were remarkable. Facebook and Instagram engagement quadrupled. Online brand mentions increased by 800%. Their Instagram follower base grew five fold.
But perhaps more importantly, Nescafe Dolce Gusto were able to position themselves as a truly fan-centric brand and then results started to take care of themselves. Here’s a sneak peak at how they did it and to read the full story, download our latest case study.
1. Mining Social for Customer Insights
The theme cloud above highlights the key themes and hashtags linked to coffee in Malaysia
Getting a clear idea of the types of discussions coffee lovers were involved in on social was a pivotal first step. By understanding the topics, themes and hashtags surrounding the coffee community, a clearer picture of the tastes, preferences and aesthetics of coffee lovers emerged, creating the perfect entry point for deeper analysis.
2. Identifying Taste-makers
With the key social conversations identified, Nescafe Dolce Gusto and Lion & Lion dug deeper to uncover the influencers and taste-makers who were making the biggest impact. What they discovered was that two key elements were driving engagement in coffee lover communities. Coffee flatlays (below) and cafe settings were the image style of choice and on a deeper level, coffee was much more than just a beverage for coffee lovers.
It could be the centerpiece to a Sunday breakfast, comfort and warmth during good conversation and an exploratory surprise when experimenting with new flavors. The insights found using social listening became the driving force of Nescafe’s new social strategy.
3. Leveraging User-generated Content
A final key discovery Nescafe and Lion & Lion made through their analysis of social data was the importance of user-generated content (UGC). In fact, Nescafe Dolce Gusto’s existing fan community was already posting photos featuring brand images on social and these images were outperforming owned social content. Based on this information, the curation of user-generated content become a pillar of the new social strategy.
Building Connections, Driving Results
By carefully analyzing the social data around coffee and Nescafe Dolce Gusto in Malaysia, a new fan-centric social strategy was born and engagement and brand awareness grew dramatically. With inspiring visuals, creative content and activities to encourage user-generated content Nescafe have managed to brew up brand love and find true business value from the vast potential of social listening. We’ll leave the last word to the brand themselves:
To learn more about how Nescafe Dolce Gusto transformed their social strategy using social listening read the full case study: How Social Listening Helps Nescafé Dolce Gusto Brew Up Brand Love In Malaysia
