VEVEY, Switzerland – A live broadcast by NESCAFÉ to celebrate International Coffee Day has taken social media by storm, reaching 15 million people in more than 60 countries, according to recently released figures.
The campaign, called ‘Good Morning World’, invited fans from around the world to submit videos of themselves enjoying their morning coffee.
Broadcast live on 1st October, the global initiative united coffee lovers from around the planet in a giant ‘mug chain’, making NESCAFÉ the first global brand to host a 24-hour live stream simultaneously across multiple fan pages.
With the aim to connect the world over coffee, the live broadcast reached the newsfeeds of 15 million people, with more than 3 million tuning in to watch the mug chain broadcast, delivering engagement rates of 20% – 400 times the industry average. 1
More than 60 countries from around the world were involved in Good Morning World, with 25 creating independent, market-specific content to play in respective slots once the broadcast went live.
User-generated contributions came from far and wide, including countries such as the Philippines and Korea, where market celebrities, famous YouTubers, Instagramers, bloggers and vloggers and shared their selfie-style coffee clips. In Jamaica, a programme of live dance and performance was even broadcast from Kingston.
The 24-hour mug-chain featured on 58 NESCAFÉ Facebook pages at the same time. The live stream also ran concurrently across YouTube, Twitter and Periscope for the entire duration of International Coffee Day.
NESCAFÉ was also the first brand to produce a live-stream on Periscope Producer’s newly launched Beta feature – a live stream mixed from multiple sources, similar to a TV programme, in contrast to content traditionally streamed on Periscope from a single mobile device.
Michael Chrisment, Head of Global Integrated Marketing at NESCAFÉ said: “NESCAFÉ always looks for new ways to connect coffee-lovers around the globe.
As a company, we’re delighted Good Morning World struck such a chord with so many people around the world. The broadcast was an incredible demonstration of our shared passion for coffee and evidence that creativity favours connected minds.”
Continued commitment by NESCAFÉ to build brand relevance among young people has resulted in the world’s favourite coffee company increasing its brand value by two per cent in the Interbrand 2016 global brand ranking report.
Now worth over $12.5 million, NESCAFÉ is ranked as the 36th most valuable brand in the world.
