13.8M impressions
NESCAFÉ · My Coffee, My Vibe
- Client
- NESCAFÉ
- Market
- Ghana
- Sector
- Beverages
- Objective
- Engagement
12.9%engagement rate
The challenge
NESCAFÉ is a category leader in Ghana. My Coffee, My Vibe set out to make it the drink of Gen Z's creative ambitions through a nationwide music and dance talent hunt, with NESCAFÉ as the fuel behind the next musician and dancer.
Make NESCAFÉ the fuel behind Ghana's next musicians and dancers.
How we ran it
We built two teams. Ten campus creators at the University of Ghana, KNUST and the University of Cape Coast, chosen for how engaged their audiences are, and five main creators from macro to nano, led by a well-known dance creator.
Together they followed the talent hunt from start to finish: the launch of the soundtrack and dance challenge at Legon, the auditions in Accra, Kumasi and Cape Coast, and the grand finale. Performance media pushed the strongest posts across Greater Accra, Ashanti and the Central Region.
Creators 15 creators, 125 posts
The creators
Dance creator
Created the dance routine to the campaign song, which people were still dancing to after the finale.
Music and lifestyle creators
Four more main creators, from micro to nano, who followed the talent hunt to the finale.
Campus creators, University of Ghana
Four students who brought the Legon launch and the Accra auditions to campus.
Campus creators, KNUST
Three students who took the auditions to Kumasi.
Campus creators, University of Cape Coast
Three students who took the auditions to Cape Coast.
Results against benchmark
Students didn't just watch, they joined in. The lead creator's dance routine to the campaign song took on a life of its own, the creators made 125 posts against the 20 committed, and the campaign reached 13.8 million impressions with a 12.9% engagement rate, well above the 3 to 8% typical in Ghana. The comments were full of people asking how to audition.
- 13.8Mimpressions
- 12.9%engagement rate
- 1.8Mengagements
- 6×the posts committed
- 151%of the impressions goal
What people said
Abeg what's the prize?
I think I'll put my dancing skills to a test
Let's talk about how good the coffee was at the event
Nescafé, my go-to always
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