Nescafé Philippines’ Facebook app creates a more cohesive online community

Nescafé Philippines’ new Facebook reward scheme shows marketers that giveaways can be an effective way of motivating consumers to further integrate with an online community in emerging markets such as the Philippines.

Nescafé Philippines was promoting its new Facebook ‘A simple joy everyday’ points app over the course of last week. It is one of the first Facebook reward schemes available to Filipino consumers. Similarly to Toyota, Nescafé uses big incentives to engage its fans. Users are encouraged to invite friends and complete tasks for which they are rewarded with points. Those who use the app most will be entered into a raffle to win prizes such as a Galaxy Tab and an all-inclusive holiday.

With 424,256 likes, Nescafé Philippines already has a formidable Facebook following. WaveMetrix analysis shows that the new points app has successfully engaged this large consumer base. Consumers see the app as a development which makes the Filipino Facebook community even more “inclusive” and are keen to invite others to use the app to earn points. It further drives them to comment that Nescafé is an “essential” part of their day.

61% of users see the app as an “inclusive” development for Nescafé Philippines:

• Consumer response shows the app further consolidates and integrates the online community: Users “thank” Nescafé Philippines whom they ”love” and say that they “really want to join” the scheme. This demonstrates that the app has succeeded in further strengthening the relationships within the community

• The app prompts consumers to discuss Nescafé as an essential part of their day: Consumers say that “they can’t live without Nescafé” and that they “always use Nescafé everyday”. They also believe that Nescafé is the “best tasting” coffee as it is “delicious”

• A few are excited about the new offers: They comment that they are “waiting for the promos!!” which they are “very excited” about

Consumers want to "register", "invite friends" and "earn points":

• Consumers engage with the app and want to get involved and register: The app has succeeded in engaging consumer interest as they "love" the concept and want to "join" and get others involved so they can enter the "promos"