Social strategy and creative direction for Nescafé Global.
In 2016, I entered the role of Digital Global CD for Nescafé. One of the actions that were made under my leadership is a facelift for the brand's social presence.
The tactic was:
- Shifting to Real-time content and edgier visuals.
- Shifting to mobile-friendly formats.
The tactic was:
- Shifting to Real-time content and edgier visuals.
- Shifting to mobile-friendly formats.
- Creating Thumb-Stopping Cinemagraphs,
- Video recipes
- Shifting from massive amounts of content to fewer, better-performing posts, with paid media support.
- Launching an Instagram page with heavy UGC usage. Creating a branded 'coffee inspiration board'.
