Jam3etna
How do you get young people involved with your brand ? We had some pretty good ideas about that…
The Challenge
The key objective of this project was to create an online environment that will create brand interaction between Nescafé and its relatively young target audience in the Middle East.
Nescafe project objectives:
Reinforce a positive brand message between the brand and the consumer
Inform consumers of Nescafé products
Make Nescafé an integral part of consumers college experience
The Solution
The goal was to create an online community for students across the Gulf region to participate and interact with regularly. Contribution to the site content could be rewarded through regular competitions and incentives. The website should be capable of user registrations and user content uploads, however Nescafe were keen to monitor content before it could be published.
The site was predominantly based around events and classified ads and the Nescafe team were asked to set up ‘on the ground’ editors. The editors would visit universities and draft site content from notice boards and groups for the website launch thereby offering first time users attractive content to encourage registrations and use of the website.
Using Flip Chameleon CMS as the basis of the website meant the site content could be managed easily with many author roles on a daily basis and Nescafe content managers could effortlessly track registrations and new content additions.
Flip then created an additional management module for Events and Classifieds. The website functionality allowed registered users to upload their event or classified ad with a photo, price and location details and the ability to ‘tag’ their ad to appear in the websites navigation cloud.
The Results
The site’s success was limited due to the absence of any offline or online marketing around the launch. However even with just a few email shots and some good search engine placement the site managed a respectable 4,000 registrations counting Saudi Arabia as the most active country in the Gulf and Levant region.
Site activity is monitored closely using brand central along with the free web stats analytics service provided by google.
On the basis of its initial success a phase 2 is planned which will focus on building more social networking functionality into the site pushing Nescafe into the arena of such popular community sites and You Tube and Flickr
