Brief

Drive extensive reach on Facebook with a digital idea that supports Moccona’s Super Premium range - driving an incremental purchase over and above the Moccona Classic range.

Objective

We needed to convince instant coffee drinkers that they deserved a treat. We wanted to attract new users to the brand by encouraging experimentation and speak to the variety of flavours and strength within the Super Premium range, and give existing users permission to indulge. The communication task became: You deserve it.

Idea

Little indulgences - a series of small indulgences given away on Moccona’s Facebook page. The entry mechanic was simple: fans had to comment on the Facebook post with the treat they wanted to win, tag a friend and tell us why they deserved it.

Results

We reached over 1M people with a combination of paid and organic media, attracting 6,569 entries, an average of 328 entries per Facebook post. This meant that not only was Moccona reaching coffee drinkers with the message that they deserved it - but Moccona drinkers were telling their friends that they, too, deserved an indulgent treat.