Nescafé World Hugging Day: Emoticons App Launch

Nescafé had a new digital asset to launch: the Nescafé Emoticons app. Instead of a plain product announcement, we tied it to World Hugging Day. Under #BiNESCAFEileKutla ("celebrate with a Nescafé"), an illustrated video showed "a day in the life" of the Nescafé emojis, turning the brand's warm, social character into characters people could share.

As Social Media Director at Dentsu Creative, I led the digital strategy for Nescafé, including this campaign: the idea of pairing the app launch with a globally recognised day, the content plan, and the social rollout.

How a small product launch can borrow a moment people already celebrate, so the brand joins the conversation instead of interrupting it.