NESFOLD

IMC PLAN
ABOUT NESFOLD
Target Audience
Age: Gen Z, from 18-24
USP
Urban areas in Vietnam
Diversity in Flavor Income: Low - middle
Convenient of Usage: Folded Cup
Price is competitive
(NESCAFÉ, 2023).
Business objective
Change Consumer Perception
Promote Brand Reputation and PTO
Increase Sale and Expand Market
Share.

Pain points
Preparing normal coffe: inconvenient
Taste of existing products: industrial
The price of traditional coffee: It is convenient and unique.
expensive The taste is rich, dense flavor and aromatic.
Conclusion It is a sustainable product, good for environment.
3
COMMUNICATIONS OBJECTIVES

Time Frame Within 3 months of the first quarter of 2024

Create awareness of 70% of current NesCafé’s young customer about

Objective 1
the characteristics of NesFold and occasions that make superior to
traditional coffee.

Make 90% young audience familiar with new product NesFold as a

Objective 2
product that companion with them on every journey by our 3 month
campaign
 MARKETING ACTIVITIES
Phase January: Awareness February: Amplify March: Trial

Key message NesFold - Trọn vẹn mọi lúc, trọn vị mọi nơi (Unfold your moments)

- RAISE MASS AWARENESS & - EXPERIENCE AND CONVERT

- TRIGGER TA AND GROW AWARENESS CONNECT WITH TA - Give Target audience
Objective - Make TA realize the role of companion - Make TA familiar with NesFold experiences and convert the
on their journey as a brand that inspires and offers awareness into purchase
emotional benefit intention

- Hero Video: Cafe Gấp - Trọn vẹn mọi lúc, - ​Experience workshop: NesFold - Activation booth "Feeling a
trọn vị mọi nơi (NesFold: Unfold Your Unveiled: Immerse Yourself in shortage of coffee, hurry up"
Moments) Flavorful Moments - Massive POSM
Key activities
Social posts: THEMATIC CONTENT “Folded Moments Unveiled”
Seeding, Social buzz
Social Bumper Ads

GenZ realizes that NesFold is an instant

After the experience, NesFold becomes GenZ's first choice every time
Desired coffee product with outstanding
they go out. At the same time, they also spread the product to friends
response convenience, opening up more choices
and relatives.
for them when being outside.
HERO YOUTUBE VIDEO: NESFOLD - UNFOLD YOUR MOMENTS
FORMAT
Length: 1m30s
Uploaded on NesCafe's official Youtube channel
Bumper ads at the beginning and during of
relevant GenZ preference content
DESCRIPTION
NesFold revolutionizes Gen Z's daily activities, turning mundane moments
into vibrant and memorable experiences, such as studying at the library,
exploring new cities, or enjoying a cozy night in.
Tone & Mood joyfull, energetic

STORYBOARD
Scene 1 Scene 2 Scene 3

Feeling lacking Found NesFold NesFold as a companion

Scene 4 Scene 5 Scene 6

On the Streest Movie night More than just a coffee

EXPERIENCE WORKSHOP: NESFOLD UNVEILED
REFERENCE
OBJECTIVES
Increase TA engagement with new products through real-life
experience.
Imprint the image of the brand in TA’s mind. Boost trials for
new product NesFold.

DESCRIPTION
Guests can hear about the working mechanism of the NesFold cup
They directly experience making NesFold product sets and tasting the
products
Check-in to receive gifts
Alongside are trial booths/POSM of NesCafe porfolio, in which we
emphasize NesFold.
→ Increase exposure & consideration to drive sales.

SUPPORTING TACTICS
Social posts on NesCafe’s fanpage
PR articles in young newspaper (VNexpress, Kenh14, Vietcetera)
MASSIVE POSM

OBJECTIVES MOCK-UP
Increase attraction & consideration of target customers at every
shopping touchpoint. Boost sales for NesFold

OFFEE
DESCRIPTION

C
Wobbler and hanger at various touch points along shopper’s

OLD
journey at Hyper/Super/Mini-market/Convenience store and
retailers.
Remind the attractive appearance & recommend picking NesFold
everywhen they want a drink on the go and adding into basket of
daily use.

NESF
OFFLINE ACTIVATION BOOTHS
SOCIAL POST: THEMATIC CONTENT “FOLDED MOMENTS UNVEILED”
Reinforce the message to attach an idea to consumers' minds that using NesFold in each
OBJECTIVES of their daily activities brings a convenient and enjoyable experience.

CONTENT ANGLES

Daily unfolding moments with #UnfoldYourDay hashtag, showcasing how NesFold seamlessly integrates into
#UnfoldYourDay
routines, making each moment more convenient and delightful.

Video clips or carousel posts showcasing how to incorporate NesFold into various everyday scenarios, such as desk
Convenience Hacks
setups, workouts, and picnics, for added convenience.

Giveaway campaign where followers can share their use of NesFold on-the-go, awarding prizes for the most
Fold & Go Giveaways
creative entries to boost engagement and encourage user-generated content.

Spotify playlist showcasing the emotional journey of NesFold, inviting followers to share their favorite songs and
Unfolding Playlist
create a collaborative soundtrack for their journeys.

Interactive Poll & Quizze lighthearted polls and quizzes, such as asking them to vote on their favorite NesFold variant or creating a quiz to match
their personality.
SOCIAL BUMPER ADS

FORMAT
brief clip that automatically plays for
about 6 seconds.
Youtube
shown before or during videos/ users' NESFOLD
news feeds, in-between other content/
within Stories/Watch/Reels
non-skippable, viewers must watch the
entire ad.
#NesFold

REASON TO CHOOSE
delivering a concise and memorable
message to a wide audience. Unfold your moments
align with the creative and engaging NesFold
platform, grabbing attention within the
first seconds.
visually compelling and make quick
impression
CONTENT CALENDAR
 DEMO NESFOLD WEBSITE - HOMEPAGE

Interative Website “The NesFold Outspiration”

The website offers an atmosphere stimulating that at outdoor coffee
The main colors in this font are black
services where people work together and therefore boost users' productivity. and brown, inspired by coffee, adding
Users will leave their leads and be converted directly as they gifted with in- to brand recognition, creating a
app promotion codes. feeling of warmth and vibrancy.

Light yellow theme creates

elegance and luxury,
highlighting NESCAFE's new
products - imprinting the
brand's personality in the
user's mind.

Scroll down
HERO SECTION

Brand
communication
& features &
offering
introduction
 NAVIGATION BAR

User’s lead collection

Server
choosing

Navigate to
E-commerce platforms
DIGITAL TOUCHPOINT: WEBSITE “NESFOLD OUTSPIRATION IN"

After choosing server, user will get into the room with 3 themes options resembling the spirits of
the 3 flavors of NesFold. Upon entering a room, the background appears corresponding to each
vibe of NesFold flavors

NesFold Yogurt Coffee Flavor NesFold Milk Coffee Flavor NesFold Egg Coffee Flavor
Excited, Youthful Polite, Modern, High-lifestyle Warm, Cozy, Sweet
DIGITAL TOUCHPOINT: WEBSITE “NESFOLD OUTSPIRATION IN"

User can choose to turn off their

video or mute other

NESFOLD

Change theme button Work alone/with others

mode change