What do you do when your page gets 2 million likes on Facebook? I would probably jump up and down till the euphoria wears off (pardon the exaggeration) but for a top consumer brand like NESCAFE Philippines, the only way to give back the love to its social media fans is to hold a day just for them.
That is exactly what they did last November 17 at the Music Hall of the Mall of Asia. The event dubbed “2 Million Likes, 2 Million Moments” gathered all the caffeine lovers for a whole-day affair packed with pocket events such as interactive video and photo booths, games and variety shows to reward fans that have made NESCAFE Philippines as the top brand page in the country.
“We receive overwhelming support every day on Facebook. One post may get as many as a thousand likes and shares, and comments may reach up to the same level – we’re blown away. It’s heartwarming to see people nlove and understand your product at almost the same level that you do, and through this event we say, ‘Thank you’, says Mark Castillo, Consumer Marketing Manager of NESCAFE in the Philippines.
The celebration was capped by the appearance of celebrities like YouTube sensation Petra Mahalimuyak, Frank Magalona, Survivor Philippines castaways Betong and Maey and Unang Hirit/Weekend Getaway host Drew Arellano who was the master of ceremonies. Top local bands Callalily, 6 Cycle Mind and Urbandub entertained the fans in the after party concert. A fitting finale was the five-minute fireworks display which wowed everyone in the venue.
“This event is a testament that fans and brands go hand in hand in ensuring social media success. We listen, we care, we respond. Your fans will know if you are worthy of their attention, more so, their love, and we cannot be any happier that they gave us both,” says Christophe Stern, a Swiss national who is the Business Executive Manager of NESCAFE in the Philippines. When asked what the brand will do with its 2 million fans, He said he hopes to meet everyone, “I know it is impossible but this should be the main of any marketer or brand-builder.”
The Nescafe Philippines page was launched on July 8, 2009; in December 2011 it reached the 1 million mark, and shortly after on October 23, it held its spot as the no. 1 brand page in the Philippines with 2 million likes. (As of press time it has already garnered 2,085,689 likes ). Nestle Philippines CEO John Miller on the other hand said that although social media has changed the way brands interact with the people, the basic fundamentals remain. “You can have this huge conversation with more and more people but it all goes down to trust. You can only build this huge community if you sustain that trust and maintain that relationship. “We will take it a million at a time. But more importantly, we will take one consumer at a time.,” he says.
The event also recognized the brand’s most avid fans on Facebook and presented them with a certificate and Nestle goodies to reward their loyalty.
Congratulations NESCAFÉ, Can’t wait for what you have in store when your page reaches 3 million likes 🙂
Launched in 1938, NESCAFÉ is one of the world’s most popular brands. In the Philippines, NESCAFÉ offers pure soluble coffees, coffee mixes, premium coffees, and ready-to-drink coffees. For more information visit their website, like them on Facebook, and follow @NescafePH on Twitter.