THE PHILIPPINES, MARCH 14, 2012: With more than 1.2 million fans and an average of 1,000 likes and 300 comments per post, Nescafe Philippines’ Facebook page has the most number of “engaged” fans in the country. It is also the only branded page from the Philippines to be included in the global list of Top 100 Engaging Brands on Facebook, ranking 40th in the list, with a 2.55% engagement rate.
“Key to this success is constant engagement. MRM is keen on posting interesting content that spurs a mix of conversations among its fans. The Nescafe page has become a resource for not just product-related information, but has almost transformed into a hot wire of news and trends that Filipinos can relate to, talk about and share,” said Donald Lim, managing director of MRM Philippines.
Several applications and promotions at the beginning of 2012 sparked higher numbers for fans acquisition and retention. Among these applications are Nescafe 143 (a Valentine-themed app that allows users to say “I love you” to chosen friends online), Nescafe Hit the Spot (fans were encourage to share their personal Nescafe Classic cup preparation stories) and Nescafe Youmeoke (users can show their flair for belting out karaoke tunes, at the same time share photos via a videoke-style slideshow).
“We are ecstatic at the online success that Nescafe is experiencing. It’s fantastic to know that our audiences are actually the ones talking about Nescafe, giving feedback, sharing brand stories, and even recommending the brand and the page to their friends. And that it translates into actual sales is true digital relationship marketing success,” shared Rachel Lim, manager for consumer marketing at Nescafe Philippines.
Through Nescafe Points, an online loyalty rewards program, Nescafe Philippines’ Facebook fan base rose from 422,000 to 676,000 in just two months. MRM Philippines came up with the social network engagement program as it signed on as Nescafe’s lead agency last 2011.
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TOP 20 Most Engaging Brands on Facebook
Oreo India 9.44%
Sony Ericsson India 7.99%
Louis Vuitton 7.33%
Addidas Basketball 7.25%
L’Oreal Paris Brasil 6.49%
Halls Brasil 6.13%
Volvo Cars US 5.89%
Nokia Italia 5.86%
Coastal 5.45%
Heineken 5.37%
Walgreens 5.25%
Dove 4.98%
Café Coffee Day 4.97%
Chupa Chups 4.88%
Haribo France 4.77%
Nescafe 4.72%
Smirnoff Brasil 4.41%
Dunkin Donuts 3.98%
Volkswagen Turkey 3.75%
ASOS 3.73%
