Nescafé — Content Ping Pong

2013
Transform real life love for NESCAFÉ into increased social media adoration and user engagement. Win more fans organically – in a fun and social way. Without buying them with media, incentives, lotteries or apps.

The Case Film ︎



︎ Concept

We turned our every day posts into a game between NESCAFÉ and it’s fans. We called it Content Ping Pong. We served up enjoyable, shareable posts and encouraged our fans to create and share comments, posts and photos with us. As they did, more and more people discovered NESCAFÉ online and started playing. Together, we turned Facebook procrastination into user generated creativity.







︎ Result
With over one million fans added every month, Content Ping Pong saw our fans grow from 1.6 million to 17 million in one year. Together, we created 10,000 unique content pieces. Earned a reach of 900 million. Gained over 10 million likes, comments and shares. Making NESCAFÉ one of the fastest growing beverage brands on Facebook in 2013.




Role: Team Lead & Creative Director
at Ogilvy 
for Nescafé Global


Klaus-Martin Michaelis  |  Germany  |  2021  |  🖖️