Nescafé Redvolution: Facebook Creative Awards Grand Prix

Most of us have hundreds of Facebook friends we never see. Nescafé's "Redvolution" campaign asked a simple question: what if you actually met them? Under the hashtag #KahveniAlGel ("bring your coffee and come"), a "local hero" named Erdem surprised long-lost Facebook friends with two cups of Nescafé and a GoPro, and the meetings became a 33-episode documentary-style video series.

As Social Strategy & Creative Team Leader at Grey, I led social media for Nescafé throughout the campaign: the content plan, community management, and making sure the story of real connection carried across every platform.

15.3M unique reach, 10M+ total views, and 135K+ interactions

Reached 48% of the target audience with only 12% of the media investment, verified by Nielsen Brand Effect and Millward Brown cross-media studies

Grand Prix at the 2015 Facebook Creative Awards