For Nestea, we were tasked with developing a summer campaign that would not only promote their product but also create an engaging, interactive experience for their customer base. The result was the "Cold Competition", a unique blend of YouTube storytelling, out-of-home promotion, and creator partnerships that captivated audiences throughout the summer.
The campaign combined a dynamic product roadshow with an entertaining digital webisode series published on Nestea’s YouTube channel. With the involvement of two popular TV stars competing against each other, the “Cold Competition” successfully utilized digital channels for media planning, all while distributing more than 100,000 product samples over the course of three months. This case study breaks down the creative elements and strategies that made the campaign a success.
The Concept: Bringing Entertainment and Sampling Together
The Cold Competition campaign was designed to be a fully interactive experience that combined digital storytelling with real-world engagement. At its core, the campaign revolved around a fun competition between two TV stars who participated in various summer-themed challenges, all while promoting Nestea’s refreshing products. The competition was presented as a webisode series on Nestea’s YouTube channel, which served as the central hub for the campaign.
Simultaneously, Nestea launched an extensive product roadshow, visiting key cities to hand out free samples and encourage people to engage with the digital content. This dual approach of mixing physical and digital engagement ensured that the campaign reached consumers no matter where they were—whether at an event, at home, or on their mobile devices.
YouTube Storytelling: A Webisode Series That Engaged Audiences
We developed an engaging digital webisode series for Nestea, designed to entertain while promoting the product’s refreshing qualities. The show featured two well-known TV stars in a lighthearted competition, where they faced off in a series of fun, summer-themed challenges—ranging from beach games to cooling-off contests, all centered around Nestea products.
Each webisode was crafted with interactive storytelling in mind. Viewers were encouraged to vote on the outcomes of the challenges, comment on their favorite moments, and participate in online discussions about the competition. The episodes were released weekly, creating anticipation and ongoing engagement throughout the summer. By leveraging YouTube’s interactive capabilities, we were able to turn passive viewers into active participants.
Creator Partnerships: Leveraging the Influence of TV Stars
For this campaign, we collaborated with two TV stars who each had strong fan bases and wide appeal, ensuring that the content would attract viewers beyond traditional Nestea consumers. Their involvement in the competition brought a sense of excitement and credibility to the campaign. These influencers played a key role in generating social buzz, with their own followers tuning in to watch the series and engage with Nestea’s content.
The creators’ ability to bring humor and energy to the challenges made the webisode series feel authentic and relatable, helping Nestea connect with its target demographic—young adults looking for summer fun and refreshment.
Out-of-Home Activation: Roadshow and Product Sampling
While the YouTube series was the digital heart of the campaign, the product roadshow gave consumers a real-world connection to the experience. We organized a mobile sampling tour across major cities, where Nestea’s iconic yellow trucks distributed over 100,000 product samples. The roadshow created buzz and excitement wherever it went, offering consumers the chance to taste Nestea’s refreshing flavors while engaging with the digital campaign via mobile QR codes that directed them to the webisodes.
The roadshow and product sampling allowed for a direct interaction with the target audience, reinforcing the brand’s message and generating thousands of social media interactions as consumers shared their experiences online.
Digital-Only Media Planning: Reaching Consumers Where They Are
Our entire media planning and campaign operation for Cold Competition relied solely on digital channels, leveraging YouTube, social media platforms, and mobile engagement. By focusing on these channels, we maximized the campaign’s reach and kept the content accessible to consumers wherever they were spending their time—on their phones, at home, or out and about.
The use of targeted ads, influencer partnerships, and digital storytelling allowed Nestea to create a strong online presence and keep their audience engaged over the course of three months. The digital-first approach not only gave us flexibility in terms of content distribution but also helped measure engagement in real-time, allowing us to optimize the campaign as it progressed.
The Results: A Refreshing Success for Nestea
The Cold Competition campaign successfully blended the physical and digital worlds to create an interactive experience that resonated with consumers. Through creative YouTube storytelling, strategic creator partnerships, and a dynamic product roadshow, Nestea was able to:
Distribute over 100,000 product samples in key cities, generating strong word-of-mouth buzz.
Engage thousands of viewers through the webisode series, with weekly episodes driving ongoing engagement and interaction.
Build a robust online presence through digital-only media planning, ensuring that the content reached its target audience effectively.
The campaign achieved its goal of promoting Nestea as the ultimate summer refreshment while creating a memorable and entertaining experience for its audience. By turning product promotion into a fun and interactive competition, Nestea strengthened its connection with consumers and reinforced its brand image as a leader in the beverage market.
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