When Nestl\u00e9 launched Nescaf\u00e9 Espresso Concentrate, the company wasn\u2019t just introducing a new product \u2014 it was trying to establish a new daily habit. The goal was ambitious: Get younger coffee drinkers to trade their expensive iced coffees for homemade premium espresso drinks.<\/p>\n
To make this happen, traditional ads wouldn\u2019t cut it. The Nestl\u00e9 team realized that to resonate with younger consumers, they had to rewrite their playbook and let YouTube creators take the lead.<\/p>\n
Instead of one-off campaigns, Nestl\u00e9 built a marketing framework designed to scale creator authenticity globally. Here\u2019s how the company turned creative freedom into category-defining business results.<\/p>\n
<\/p>\n
Scaling authenticity with a global framework<\/p>\n
At the heart of Nestl\u00e9\u2019s new approach was letting creators tell the story.<\/p>\n
\u201cThe target audience prefers to hear recommendations from somebody they follow, watch, and listen to, rather than from a brand pushing a message,\u201d says Matthew Solomon, global marketing communications manager for Nescaf\u00e9. \u201cWe felt that creators were the heart of that messaging and storytelling.\u201d<\/p>\n
To pull this off globally, Nestl\u00e9 rolled out a Global Creator Playbook to guide 11,000 internal marketers. Instead of treating creator marketing as an afterthought, Nestl\u00e9 engineered a social-first operating model that mirrors YouTube\u2019s core \u201cBuild\u201d principles<\/a>:<\/p>\n With its playbook in place, Nestl\u00e9 needed a star who could command global attention and set the tone for the entire Nescaf\u00e9 campaign. After reviewing a shortlist provided by their agency, Publicis, it found the perfect partner in YouTube creator Zach King<\/a>. His signature \u201cdigital magic\u201d was an ideal creative match for a product meant to shake up the traditional coffee routine.<\/p>\n Co-creating authentic entertainment with platform experts<\/p>\n King\u2019s mind-bending videos captured the feeling of magically shortcutting a morning coffee routine.<\/p>\n \u201cWe told him we wanted to hack iced coffee, and the relationship grew from there,\u201d Solomon explains.<\/p>\n Instead of making a single traditional commercial, the Nescaf\u00e9 marketing team went all-in on co-creation, flying to Los Angeles to sit side-by-side in King\u2019s studio to build the campaign together.<\/p>\n Following the principle of designing for multi-format, they paired the velocity of short-form video with the depth of long-form. They combined quick YouTube Shorts for visual tricks \u2014 like King reaching through the screen to borrow milk from a viewer<\/a> \u2014 with longer videos<\/a> for deeper product education and storytelling, including behind-the-scenes breakdowns<\/a> showing how the magic was made.<\/p>\n Giving King the freedom to take the lead ensured the content felt natural, which was key to its success. As King notes: \u201cCampaigns do really well when the brand sets clear guardrails and then trusts creators to craft content in their own voice and style. This allows us to do what we do best, and our audience really recognizes that freedom and trust.\u201d<\/p>\n Adapting global ideas for local subcultures<\/p>\n The true test of a global framework is how well it can adapt for local markets. While King kicked off the global campaign, the real strategy lay in empowering local teams to activate diverse creators in their own countries.<\/p>\n According to Daniele Tundo, Nestl\u00e9\u2019s global digital content and influencer lead: \u201cAs 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.\u201d<\/p>\n Australia was a great example. Using CreatorIQ<\/a> to pinpoint creators with high local relevance, Nestl\u00e9 teamed up with former \u201cLove Island Australia\u201d winner Tina Provis. Known for her relatable vibe, Provis took the campaign and made it her own<\/a>. She mixed Nescaf\u00e9 Espresso Concentrate Rich Caramel Flavour with coconut water to create a \u201cCaramel Cloud Latte.\u201d By leaning into a drink trend her followers loved, she pulled off her own kind of magic.<\/p>\n Delivering efficiency and bottom-line results<\/p>\n Putting the playbook into action paid off. Compared with traditional commercials, the creator-led videos saw a 75% higher click-through rate and a 30% lower cost-per-acquisition.<\/p>\n The multi-format video campaign won massive engagement in key markets:<\/p>\n Beyond strong media performance, the campaign successfully established the coffee concentrate category in key markets. Nescaf\u00e9 Espresso Concentrate drove rapid trials, with household adoption beating new product benchmarks by 3X in Australia and 2X in the U.K. within its first year.<\/p>\n Driving a mindset shift<\/p>\n Ultimately, the biggest feat was pulled off by Nestl\u00e9\u2019s marketers themselves. By building a clear global framework \u2014 giving King the freedom to work his craft, and letting local creators like Provis tailor the message \u2014 Nestl\u00e9 balanced global scale with local relevance.<\/p>\n Critically, the campaign also drove a meaningful shift internally. It wasn\u2019t just a win for Nescaf\u00e9, but a major turning point for how the entire Nestl\u00e9 organization views, funds, and trusts creator-led advertising. It showed why creator marketing belongs at the center of a campaign, and gave leadership the data they needed to confidently support that approach.<\/p>\n For legacy brands looking to try something new, the lesson is simple: Stepping away from a strict corporate script and trusting creators doesn\u2019t just help you reach a new audience \u2014 it modernizes how you tell stories.<\/p>\n","protected":false},"excerpt":{"rendered":"When Nestl\u00e9 launched Nescaf\u00e9 Espresso Concentrate, the company wasn\u2019t just introducing a new product \u2014 it was trying…\n","protected":false},"author":2,"featured_media":576581,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[61,60,80],"class_list":["post-576580","post","type-post","status-publish","format-standard","has-post-thumbnail","category-technology","tag-ie","tag-ireland","tag-technology"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/576580","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/comments?post=576580"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/576580\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media\/576581"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media?parent=576580"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/categories?post=576580"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/tags?post=576580"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"Three](\"https:\/\/www.newsbeep.com\/ie\/wp-content\/uploads\/2026\/07\/twg-us-2839-how-nescafe-scaled-creator-magic-with-zach-king-diseno-inline.webp=n-w800-h432-fcrop64=1.jpeg\"\/)
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