Description
Brewing Success with Nescafe’s First Job-Der : A Tale of Coffee and TikTok
Situation :
While NESCAFE Blend & Brew (in its 3-in-1 format) has maintained
its position as the top choice in the Thai market for decades, the evolving coffee culture in Thailand, particularly among the younger generation, has led to a diverse range of coffee preferences. Additionally, younger consumers tend to place less reliance on advertisements compared to their older counterparts. As a result, Nescafe Blend & Brew must now focus on staying relevant to the younger Thai demographic
more than ever before
Idea :
We partnered with TADA Entertainment to produce "First Job-Der," a 10-episode entertainment series exclusively on TikTok, spotlighting the lives of first-time jobbers. Our aim was to captivate the younger generation's interest while seamlessly integrating our products and conveying the message that, no matter your lifestyle, there's a Nescafe Blend & Brew to suit your coffee taste. To add excitement, we featured five Nescafe presenters in cameo roles for some delightful surprises.
Result :
“First Job-Der” not only created substantial buzz, garnering millions of views for each episode, but it also facilitated NESCAFE Thailand TikTok Channel's growth by followers, with a total of 107.4K followers now.
15M Content reached
213k Tiktok profile visits
77.6M view gained
+4.7% Uplift Brand Association (TiKTok Brand Lift study)
First Time, penetration’s growth in several years.
Furthermore, it successfully bridged the gap between Nescafe and young coffee enthusiasts, establishing relevance through entertaining content.
This professional campaign titled 'First Job-Der' was published in Thailand in March, 2023. It was created for the brand: NESCAFÉ , by ad agencies: Brilliant & Million and TADA Entertainment. This Digital medium campaign is related to the Food and Soft Drinks industries and contains 2 media assets. It was submitted over 1 year ago by Titipun Tubthong.
Credits
Idea Creation and Production: TADA Entertainment
Kriangkrai Vachiratamporn | Producer
Asanee Kithengpanich | Director
Jarupat Kannula | Co-Director
Tanachporn Rakharutai | Line Producer
Rattapol Jantararuangtong | Assistant Director
Kittin Kookaittipoom | Art Director
Kasidej Sundararjun | Stylist
Komkrit Hirunchai | Location Manager
Kridsada Boonphoka | Director of photography
Sunya Chaiyapetch | Sound
Supapit Chirattikanon | Post Producer
Wisarut Deelorm | Editor EP.1-5
Abhisit Wongwaitrakarn | Editor EP.6-10
WHITE LIGHT STUDIO CO.,LTD | Color Grade / Telecine / Release
MELLOW TUNES CO.,LTD | Music score
Prateep Siri-Issaranan | Music covered
Digital Agency: Brilliant & Million
Sorada Sonprasit | Chief Executive Officer
Paruj Daorai | Chief Executive Officer
Thanaporn Chankitmunkong | General Manager
Titipun Tubthong | Head of Creative
Vibhu Harnvarakiat | Head of Strategy
Warin Waiyawut | Group Account Director
Puben Nikom | Account Director
Pattraphong Paopichayakul | Account Manager
Sirawich Suesatsakun | Account Executive
Nattasak Kijbamrung | Creative Director
Teedanai Cholvatanapong | Senior Creative
Chanon Dethsiriyothin | Senior Creative
Sireerat Wasukhan | Senior Strategic Planner
Sitcharat Hattaboon | Graphic Designer
Creative Agency: Publicis Thailand
Nabhassanan Natsirisirabhat | Account Management Director
Busarun Kulmit | Account Manager
Wimonrat Nantananonchai | Creative
Kunrisa Booncharoenkawee | Creative
Nisa Opitagchewin | Producer
Media Agency: THRIVE
Suebsai Taomahawong | Associate Business Director
Kamonchanok Kamjadpai | Business Director
Series Cast:
Venita Loywattanakul
Thanawat Keeratisaranwat
Alisa Srathongyod
Roipinit Khuansiri
Tatchapol Thitiapicha
Series Marketing:
Radeenapis Kosiyachinda | CHIEF COMMERCIAL OFFICER
