Nescafé’s Global Creator Marketing and Local Flavor Strategy

Nestlé achieved a 75% higher click-through rate and a 30% lower cost-per-acquisition by deploying a global creator playbook for Nescafé Espresso Concentrate, according to company data released following the campaign.

Scaling Authenticity with a Global Creator Playbook

When Nestlé launched Nescafé Espresso Concentrate, the company aimed to establish a new daily habit by getting younger consumers to swap expensive iced coffees for homemade premium espresso drinks, according to Matthew Solomon, global marketing communications manager for Nescafé. Traditional ads could not reach this demographic effectively.

“The target audience prefers to hear recommendations from somebody they follow, watch, and listen to, rather than from a brand pushing a message,” Solomon says, noting that creators formed the heart of the messaging and storytelling strategy.

To scale this approach globally, Nestlé deployed a Global Creator Playbook to guide 11,000 internal marketers, shifting from an afterthought model to a social-first operating structure mirroring YouTube core “Build” principles, based on company documentation.

Co-Creating Entertainment with Digital Magic

To anchor the global launch, Nestlé partnered with YouTube creator Zach King, selected from a shortlist provided by agency Publicis, to showcase digital magic that shortcuts a morning coffee routine, according to Solomon. Rather than filming a single commercial, the marketing team flew to Los Angeles to collaborate side-by-side in King’s studio.

The campaign utilized multi-format video design, pairing the velocity of short-form YouTube Shorts—such as King reaching through screens to borrow milk—with long-form videos offering behind-the-scenes magic breakdowns and product education.

“Campaigns do really well when the brand sets clear guardrails and then trusts creators to craft content in their own voice and style,” King notes, adding that audiences recognize and respond to that creative freedom.

Adapting Global Ideas for Local Cultural Subcultures

While King initiated the global push, local execution relied on regional teams activating relevant local creators, according to Daniele Tundo, Nestlé’s global digital content and influencer lead.

“As a leading global brand, you need to have a global creator strategy, but when it comes to execution, you take those ideas and adapt them with cultural nuances,” Tundo explains.

In Australia, Nestlé utilized CreatorIQ to identify local talent, partnering with former “Love Island Australia” winner Tina Provis. Provis combined Nescafé Espresso Concentrate Rich Caramel Flavour with coconut water to invent a “Caramel Cloud Latte,” aligning the brand with a trending drink format favored by her followers.

Delivering Bottom-Line Results and Category Growth

The operational pivot delivered measurable financial and engagement returns, according to company performance metrics. Creator-led videos generated a 75% higher click-through rate and a 30% lower cost-per-acquisition compared to standard commercial benchmarks.

Furthermore, household adoption rates surpassed standard new product benchmarks by 3X in Australia and 2X in the U.K. within the first year on the market, successfully establishing the brand-new coffee concentrate category in those regions.

Frequently Asked Questions

How did Nestlé measure the success of the Nescafé Espresso Concentrate campaign?

Nestlé measured success through performance metrics showing a 75% higher click-through rate, a 30% lower cost-per-acquisition, and household adoption rates beating new product benchmarks by 3X in Australia and 2X in the U.K.

Which creators partnered with Nestlé for this campaign?

YouTube creator Zach King led the global campaign alongside local influencers such as former “Love Island Australia” winner Tina Provis.

What role did internal marketers play in the strategy?

According to Nestlé, 11,000 internal marketers utilized a Global Creator Playbook to transition from traditional corporate ads to a social-first operating model centered on creator trust and authenticity.