/PRCWT/Yunnan, August 24, 2023——On August 18, 2023, Nestle Group officially opened the 11-day "Delicious Play out of the world" pet fan Festival activity, leading the whole platform fans to travel around Nestle's huge "food world" through the concept of online cloud tour.
In September last year, Nestle China released a major marketing strategy, and the group's five social media completed the strategic integration, Tiktok, XiaoHongshu, B station, Weibo, wechat - the five matrices jointly created a multi-faceted DTC marketing matrix with consumers as the core, and truly upgraded from "buying and selling" to "consumer company". Nearly a year later, Nestle Greater China Digital Center once again completed the creation of "Nestle Food World" with the generative artificial intelligence technology that has attracted much attention, which also means that Nestle Group's digital transformation "tentacles" have taken the lead in exploring the "deep water area".
"Dian" covered black coffee -- Nestle Coffee × Didi travel united pet fans
Of course, the Nestle Pet Fan Festival is not only staying in the innovative AIGC online cloud travel experience, Nestle Coffee is also in conjunction with Didi Travel in Kunming, Yunnan opened the "Didi 6 blocks 6 Kunming shopping is not enough" communication activities, extending the "pet fan experience" from online to offline, enriching the user experience.
First of all, Nescafe and Didi Chuxing held a Didi 6 block 6 platform flash mob in Kunming, Yunnan. With Yunnan characteristics of flowers, fungi and coffee as the theme of the activity, to give users a pure Kunming local customs experience. On-site users can participate in the interactive punch card to receive a cup of Nescafe Yunnan special blend made by a professional barista, and taste Yunnan flavor on the tip of the tongue. It is worth mentioning that the coffee used in the on-site event is the Yunnan limited coffee produced by Nestle Coffee, 100% of which uses Arabica coffee beans produced in Yunnan's golden producing area, paying tribute to the Yunnan scenery with unique flavor, and giving local users in Kunming the most pure coffee drinking experience.
Secondly, Nestle Coffee and Didi Travel launched a surprise egg car Kunming adventure gift package. During the activity, users will take the 6.6 special express in Kunming, Yunnan Province, and have the opportunity to get a surprise gift package sent by Didi Chuxing and Nestle Coffee, including Nestle Coffee Yunnan limited coffee taste pack, Didi coupon pack, mushroom doll and other surprises, giving users full of surprises and deep courtesy.
Finally, in order for more users to deeply participate in this Nestle Fan Festival and Didi Travel's "Kunming shopping is not enough for Didi 6.6" activity, Nestle Coffee and Didi Travel jointly released the "Nestle 88 coupon package", which was launched on the DTC platform of both sides and linked to the digital interface of the new media era, pushing affordable and refined content to consumers.
More than 30 years of relationship -- Nestle Coffee in Yunnan
This is not the first time for Nestle to have a relationship with Yunnan. Yunnan is not only a coordinate on the map for Nestle, but also a relationship that has been concluded since 1988.
As one of the first multinational companies to enter the Chinese market, Nestle has always helped the localized development of agricultural raw materials in China. Nestle took root in Yunnan in 1988 and arranged professional agronomists to teach Yunnan coffee farmers coffee cultivation techniques to help Yunnan improve coffee production and quality. Nestle has carried out deep cultivation and long-term layout in Yunnan coffee project, promoted the quality management from farmland to table, and promoted the market promotion from local origin to world brand, helped Yunnan coffee cultivation industry to build a sustainable development industry model, and made outstanding contributions to the local rural revitalization.
Not only that, Nestle has been promoting the transformation of coffee cultivation to regenerative agriculture in Yunnan. Recently, Nestle Coffee launched a new round of shade tree planting activities in Puer, Yunnan, which marks the official landing of Nestle Coffee 2030 plan in China after the global launch in October 2022, and is also the further implementation and promotion of Nestle's "global reforestation plan". The planting of shaded trees can effectively inhibit pests and diseases and reduce the harm caused by high temperature and cold tide. At the same time, it can also resist drought and moisturize, absorb carbon dioxide in the atmosphere, provide more abundant food sources and habitat space for animals and plants, and protect biodiversity.
More than 30 years of Nestle's care for Yunnan land, covering nearly 200,000 mu of planting area, benefiting more than 40,000 farmers, more than 30 years to change a cup of new brew, and finally this cup to the world's taste of China - Nestle Coffee Yunnan limited coffee.
Nestle has always been committed to providing consumers with a high-quality, healthy and diversified product matrix, establishing meaningful and innovative product categories, and using advanced digital technology to launch innovative marketing campaigns for these products, so as to bring consumers more nutritious, healthy and environmentally friendly products, and continue to pay attention to local development. Let us also hope that Nestle can continue to uphold the spirit of ingenuity and innovation in the future to create quality food and a better life for us!
