Nescafe NPD achieved an additional 212% uplift with university student customers with placement in student bedrooms
helloU is the only media channel in the UK to provide brands with product and brand placement directly into student bedrooms. helloU offers brands of all shapes and sizes the opportunity to interact with students through exclusive placement in their bedrooms, bespoke data collection, solus e-mails and the helloU Deal Book publication. Nescafe came to helloU when they launched a new 3in1 coffee format; Nescafe 3in1. They wanted to test the youth and student market with their instant coffee products: Nescafe 2in1 & Nescafe 3in1.
The campaign objective was to drive trial amongst the youth audience and to attract younger consumers to the instant coffee category.
Nescafe inserted a 3in1 coffee sachet and attached to a money off coupon, into 142,857 helloU student parcels placed in student bedrooms.
The campaign was a huge success for Nescafe. Prior to the campaign, only 16% of the students sampled had tried Nescafe 2in1 or 3in1, but post campaign, helloU helped Nescafe increase their fresher customer base by 212% within their target universities.
NPD that has clear key benefits (e.g. convenience), will reap considerable rewards when positioned to the correct audience at the right time - in this instance sampling a hot beverage for students after their long journey to university (for 95% of them their university town is different to their home town).