Cappuccino Range-7
Submitted by TRIBEAgency IPI Score 32/100

Nescafé Cappuccino Favourite Flavour Creator Campaign

Influencer Marketing

TRIBE ran an influencer campaign for Nescafé asking creators to share their favourite Cappuccino range flavour, and reports a 4.19% engagement rate across 38 creator posts.

22.6KLikes & Comments
$0.19Average CPE
539KCombined Followers

Case in 60 seconds

Nescafé set out to promote its Cappuccino range through creators, which meant a familiar product needed a personal reason to be chosen, so the brief asked each creator to name a favourite flavour and say why.

The brief turns on personal routine rather than product claims, because asking creators when they drink a cappuccino at home, mid-morning, after a gym session or as a mid-afternoon pick me up, ties the product to a moment followers already have.

Nescafé asked creators to tell their audience their favourite flavour from the Cappuccino range and why they love it, with the froth as the product point and a moment at home as the setting.

Creators submitted 38 posts celebrating the Nescafé Cappuccino range, each built around a favourite flavour, the froth and a moment at home such as mid-morning, after a gym session or a mid-afternoon pick me up.

TRIBE reports 22,568 likes and comments across 38 creator posts, a 4.19% engagement rate against 539,047 combined followers, at an average cost per engagement of $0.19.

Strategy Breakdown

The followers of the participating creators, addressed in the brief as the creator's own audience and reached with posts about enjoying a Nescafé cappuccino at home.
The page places Nescafé inside a daily routine at home rather than presenting it as a product on its own, because the brief asks creators to explain when they like to enjoy the cappuccino.
The brief relies on creators naming a favourite flavour and why they love it, because a stated personal preference carries to followers as a recommendation rather than as a brand claim.

Creative & Execution System

Partners

  • TRIBE

Results & Evidence

MetricValue
Likes & Comments22.6K likes & comments
Average CPE$0.19 average CPE
Combined Followers539K combined followers
Creator Posts38 creator posts

Why TRIBE's strategy worked

  1. 1

    Anchoring each post in a named personal moment gives creators a concrete story to tell rather than a product description to repeat, because the brief's examples, mid-morning or after a gym session, supply the setting as well as the claim.

  2. 2

    Reporting creator output by cost per engagement makes the work comparable across briefs, because TRIBE sets an average cost per engagement of $0.19 beside the 4.19% engagement rate rather than reporting follower totals alone.

  3. 3

    Printing audience comments beside the totals lets a reader judge the tone of response, because the page shows followers asking to try the drink rather than leaving sentiment as an unsupported claim.

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