Nestle Japan Ltd. (hereinafter, Nestle) is the market share leader in domestic instant coffee sales and is largely active in the production and sale of food and beverages and founded as the Japanese subsidiary of the world’s largest food and beverage company Nestle, S.A. which is celebrating its 100th anniversary in 2013.
Nestle planned a large scale recruiting promotion for “Nestle Ambassadors” in which the popular coffee machine “ Nescafe Gold blend Barista” could be used for free in offices. Because of the broadcast of an infomercial, even very late at night, it was essential to have a promotional office which could respond to inquiries on a 24 hours basis. Further, Nestle had hopes for a website that could field applications as well as help with recruiting awareness, and the development of a community site using facebook to support efforts toward increased word of mouth representation.
transcosmos, in anticipation of Nestle’s needs, proposed a full service solution for a promotional office, website development, management and operation. Further, Nestle decided on commissioning transcosmos, because instead of stopping at a response to Nestle's immediate needs, also offered proposals for Nestle's mid and long term visions as well.
transcosmos, which was commissioned by Nestle, began a promotional office and website development. In regards to the promotion office, past results and inquiry trends were analyzed in detail after obtaining them from Nestle. We developed a flexible model combining full time and shared personnel after comparing the data from the past results with the infomercial schedule. Further, transcosmos succeeded in effectively launching a promotional office by actively utilizing its existing training scheme for shared personnel and quality control standards.
With regard to website development, two websites were planned, one being the “promotion site” to publicize the recruitment effort and accept applicants, and the “community site” on facebook which Nestle, Nescafe ambassadors and site visitors could use to interact with one another. transcosmos quickly produced planning and construction of various contents with the combined knowhow it has accumulated as a provider of rich services over the time.
After the promotion began, the previous months data was used alongside infomercial schedules in order to implement optimizations on a monthly basis. Further, inquiry content was analyzed on a regular basis and actively reflected in the operational manual and FAQ. Website analytics are being used to improve existing content and plan new content.
In the most recent three month period, the “Nescafe ambassador” promotion thoroughly outperformed expectations with a staggering number of 50,000 applicants. The effect is shown clearly in numeric values, with the facebook fan page receiving over 80,000 likes.
transcosmos will continue to support Nestle promotions, using rich marketing knowhow and frontline digital marketing techniques to provide many more marketing programs in the future.