Nescafe Research

i need a researchNestlé Philippines, Inc. polished anew its image as a worthy employer and corporate citizen after bagging two of the four Citation Awards in this year's Kapatiran sa Industriya (KAPATID) Awards of the Employers Confederation of the Philippines (ECoP). The Company won the Citations for Outstanding Achievement in Industrial Peace and Harmony as well as Outstanding Achievement in Social Accountability, with no less than President Noynoy Aquino handing the awards to the jubilant NPI contingent on the occasion of the 32nd National Conference of Employers held at the Marriott Hotel on May 5. Nescafé Philippines' new Facebook reward scheme shows marketers that giveaways can be an effective way of motivating consumers to further integrate with an online community in emerging markets such as the Philippines.

Nescafé Philippines was promoting its new Facebook 'A simple joy everyday' points app over the course of last week. It is one of the first Facebook reward schemes available to Filipino consumers. Similarly to Toyota, Nescafé uses big incentives to engage its fans. Users are encouraged to invite friends and complete tasks for which they are rewarded with points. Those who use the app most will be entered into a raffle to win prizes such as a Galaxy Tab and an all-inclusive holiday.

With 424,256 likes, Nescafé Philippines already has a formidable Facebook following. WaveMetrix analysis shows that the new points app has successfully engaged this large consumer base. Consumers see the app as a development which makes the Filipino Facebook community even more "inclusive" and are keen to invite others to use the app to earn points. It further drives them to comment that Nescafé is an "essential" part of their day.

61% of users see the app as an "inclusive" development for Nescafé Philippines: