The Philippines’ #1 Facebook Brand
NESCAFÉ Philippines’ journey to 2 million likes
(Manila, Philippines) The first million Facebook fans of NESCAFÉ Philippines was a long journey, 2.5 years in the making. The next million took less than a year, 303 days to be exact, and made the brand page the number 1 Facebook Fan page in the Philippines.
What do the numbers mean? This means that 2% of the entire Philippine population has engaged with the brand, and that of the 33 million Filipinos online and on Facebook, 6% are fans of NESCAFÉ Philippines. But more than the number of fans, the page values its reach and its interactions more, because these fans don’t just like, they engage, they love.
“Each of our posts has an average reach of over 500,000, which is achieved by having over 100,000 fans talking about our products and our promos. Facebook has allowed us to create a personal relationship with each of these consumers and have a two-way dialogue with them. Each comment is an insight on how Nescafé is perceived, and we take the feedback into consideration with each product and activity we launch,” says Christophe Stern, Business Executive Manager of NESCAFÉ in the Philippines.
A survey conducted among its Philippine Facebook fans show that NESCAFÉ Philippines has managed to transform itself from being a respected brand into a loved brand. Ninety-seven percent of fans indicated that it is a brand they love, and that they are more willing to drink NESCAFÉ after engaging with the page.
For NESCAFÉ Philippines, digital has gone from being a “nice to have” to being a “must-have” in its digital strategy. This is evident in online apps and activities that launch in conjunction with offline launches and promos. Its NESCAFÉ Points Kapihan not only engages fans, it also rewards with premium items and even tickets to its latest Fans’ Day to celebrate 2 million likes and 2 million moments.
Continues Stern ,“Each new like, comment, and share is an achievement for NESCAFÉ. Our goal has always been to gain the trust of our consumers, earn their loyalty, and continue engaging with them as a brand they can truly love. We do this online on our Facebook page, and we create opportunities to do this offline and meet our fans face-to-face to show our appreciation. Next year will be our 75th anniversary, and we look forward to having even bigger and better activities not only to celebrate this milestone, but also to recognize and reward fans that have helped us get there.”
Launched in 1938, NESCAFÉ today is one of the world’s most popular brands. In the Philippines, NESCAFÉ offers pure soluble coffees, coffee mixes, healthy coffees, premium coffees, and ready-to-drink coffees. For more information, visit our website at http://www.nescafe.com.ph, like us on Facebook at http://www.facebook.com/Nescafe.ph, and follow @NescafePH on Twitter.
Congratulations Nescafe! 🙂
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