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Nestea®

Nestea® joined forces with BuzzFeed to bring the feeling of refreshment to life on the social web through fun, uplifting content. By making people smile and connecting them with the moments they feel most alive, Nestea® sought to expand awareness and enhance perception of Nestea® as a fun, refreshing brand.

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Go to the beach.

The core target of 25-34 year olds were 118% more likely than average to read Nestea®'s BuzzFeed content. (Versus US internet norms) Quantcast

Approach

Taking a seasonal approach, Nestea® and BuzzFeed created 20 pieces of custom social content that embody the spirit of summer and fall. The posts highlighted some of summer's most unforgettable moments such as sparklers on the Fourth of July, babies discovering the ocean for the first time, summer camp memories, and the world's most epic waterslides. Fall content focused on the joy of anticipating changing leaves, pumpkin spice everything, and autumn adventures. Nestea® also sponsored a Smiley Feed, which placed a smiley badge with ridealong Nestea® branding on 23 pieces of BuzzFeed content.

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Results

To measure the impact of Nestea®'s BuzzFeed content on brand perception, Nestea® and BuzzFeed conducted a Nielsen Online Brand Effect Study. The study aggregated results based on whether a viewer had no exposure to the content, viewed the content as a result of paid media, or received the content through social sharing.

Make snow cones
“Nestea® is a fun brand”
Overall
7.7%
12.0%
55.2% Brand Lift
Social
7.6%
19.8%
159.7% Brand Lift
Control Exposed

Overall, readers exposed to Nestea®'s BuzzFeed content were 55.2% more likely to agree that Nestea® is a fun brand. When exposed to Nestea®'s BuzzFeed content through social sharing, they were 159.7% more likely to agree with the same statement.

“Nestea® is a great way to quench your thirst”
Overall
15.1%
19.8%
31% Brand Lift
Social
15.3%
41.3%
170.6% Brand Lift
Control Exposed

Overall, readers exposed to Nestea®'s BuzzFeed content were 31% more likely to agree that Nestea® is a great way to quench your thirst. When exposed to Nestea®'s BuzzFeed content through social sharing, they were 170.6% more likely to agree with the same statement.

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Did you know that when you pop a water balloon it looks like this?

The target demographic overindexed by 42% on Nestea®'s BuzzFeed content. (Versus US internet norms) Quantcast

Key Takeaways

Exceeding its brand objectives, Nestea® enhanced its perception as a refreshing, fun, and thirst quenching beverage among the most engaged and influential audience on the web. Through refreshing, seasonal content on BuzzFeed, Nestea® engaged readers on an emotional level and facilitated a positive, fun social conversation.

Nestea + BuzzFeed