Nescafé, a portmanteau of Nestlé and Café, is a household-name brand of coffee products first introduced in 1938 with a global reputation and outreach. Owned and run by its parent company Nestlé, a Swiss transnational food & drink company that has become the largest food company in the world, Nescafé has had its roots in Indonesia since 1971 and has since grown to be one of the most beloved brands of coffee in the country.
Never one to rest on its laurels, Nestlé aimed to increase local relevancy and significance to the brand in conjunction with the 2018 New Year celebrations. To this end, Iris conceived and executed the Nestlé ‘Cup of Wishes’, a local campaign and activation that revolved around Nescafés proposition ‘It All Starts With a Nescafé’. In conjunction with an on-ground campaign held simultaneously in 5 major cities across the nation (Jakarta, Bandung, Yogyakarta, Surabaya, and Denpasar), a digital campaign was also launched, where members of the general public were invited to create write down their wishes and resolutions for the upcoming year on digital versions of a Nescafé coffee cup. The campaign was lead through social media channels by strategically utilizing influencers as initiators of the program.
By the end of the campaign, Iris passed the targeted KPI by 164% in a one week period. Over 2000 submissions were received that resulted in 8.9k buzz on Instagram within two weeks of the launch.