At the time of launch, Nescafé Memento was a new instant product in the Nescafé family that elevated its perception as a brand that plays in the premium coffee space, offering consumers quality that rivals Out-of-Home and single-serve coffee. Nescafé Memento needed to build scale and reach and to drive trial and re-use without the use of coupon promotions.
With the convenience and time saved from the instant product, advocates would be able to indulge in new experiences. I developed an idea within a microsite and with an accompanying social component. Visiting the microsite, advocates were allowed to share their Memento passion and experiences amongst friends, adding additional personal relevance to the conversation. Driven by imagery, the microsite leveraged Facebook’s Timeline, a feature that had just rolled out to brand pages, and the emerging popularity of Instagram.