Nescafé Azera
Helping promote Nescafé Azera to a whole new audience with an engaging campaign in the UK
The Objective
Nescafé Azera is one of the UK’s favourite at-home instant coffees. But with a growing appetite for iced coffee sweeping the market, the brand decided to mix up their approach and target a whole new audience with a lesser-known, cooler preparation method for their drinks – and TikTok provided the perfect platform to launch their new campaign.
The Solution
Nescafé Azera wanted to reach more people under 35 with their products, and through an engaging series of creative videos on TikTok, that’s exactly what they did. Exploiting a little-known fact that their coffee can dissolve in cold water, Nescafé Azera made multiple versions of educational videos that showed fun and exciting new preparation methods – from shaken frappes to pour-over-ice lattes – all under the banner of #ShakeUpYourSummer. Deployed as Top Feed and In-Feed Ads, Nescafé Azera dominated the feed’s ad slots, appearing seamlessly as native content when users opened the app.
In the hope of gaining real, usable insights from their campaign, Nescafé Azera chose to run a Multicell Brand Lift Study alongside their ads. When you run a TikTok Brand Lift Study, we create two randomised groups from a portion of your campaign's target audience: an Exposed Group that sees your promoted content and a Control Group that does not. We then use a combination of polling and statistical techniques to measure the difference in key performance indicators – like awareness and ad recall – between the two groups, which can be attributed to your advertising. With a Multicell BLS, we're able to test two different activation strategies to compare the results.
The Results
The Nescafé Azera campaign successfully drove awareness for the brand and its revived instant coffee message, registering an impressive +13.8% ad recall from the Brand Lift Study. Brand awareness was also high, coming in at +8.4%. Using premium ad formats together (Top Feed + In-Feed) generated far stronger results in the BLS metrics than In-Feed alone, further proving the effectiveness of 'smart bundling' for campaigns. Bundling multiple ad products together resulted in a relative lift of +10.4% awareness; +47.4% as recall and +66.7% brand association vs just In-Feed alone.
Our Nescafé Azera iced campaign is the first of its kind in the Pure Soluble Instant Coffee category. Through leveraging TikTok, Nescafé Azera has brought this trend in-home so that iced coffees are both accessible and affordable for households. Nescafé Azera is unique in that it dissolves in cold water (no kettle or equipment needed), and there is a huge amount of fun in the preparation as demonstrated through our TikTok videos – you can even shake your Nescafé Azera to create an iced frappé!