Nescafé is shifting its marketing strategy to attract younger drinkers by emphasizing influencer marketing. While it has traditionally engaged in bold approaches like moving to Tumblr, it feels the need to enhance its social media presence, particularly on Instagram and TikTok. Despite a slow start in investing in influencers, they see their potential for connecting with consumers and driving engagement. There’s also growing recognition among FMCG companies regarding the effectiveness of influencer marketing, as evidenced by Unilever's intentions to allocate a large portion of their budget to creators.
Influencer marketing is something that's become more important for us recently. We recognize the importance that they have in driving a recommendation and connecting with consumers.
FMCG companies are realizing that influencer marketing is vital. Unilever's choice to invest heavily in this space is a recognition of that trend.
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