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Global Head of Integrated Marketing for Nescafé, Coffee-Mate and Nestea, Nestlé
Instant coffee brand Nescafé dedicates a quarter of its digital budget—that includes all social media spending—to trying to convert customers. eMarketer’s Tricia Carr spoke with Michael Chrisment, head of global integrated marketing for Nestlé beverage brands Nescafé, Coffee-Mate and Nestea, about why social media is critical for driving online purchases, and what platforms have the most impact on sales.
eMarketer: Why is social commerce so effective for Nescafé?
Michael Chrisment: Nescafé is an image-driven brand. Our brand encompasses the value of our products, but everything we do from an image standpoint drives a lot of interest and engagement. On Facebook, our biggest social partner, a lot of people publicly declare that they love the brand—they love to engage about it. It was a natural step for us to try to convert this into sales.
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