Nescafé's Bold Move: How Influencer Marketing with Zach King is Brewing a New Era for Coffee Brands

Nescafé is pivoting to influencer marketing in a bold strategy to captivate younger audiences. Recognizing the shifting landscape of brand engagement, the coffee giant has enlisted TikTok sensation Zach King as a global ambassador, marking a significant shift towards creator-led campaigns.

The Shift to Social and Influencers

Despite social media being a "core component" of its marketing mix, Nescafé acknowledges the need to bolster its own channels. With its global Instagram page posting sparingly since 2020 and TikTok presence varying by region, the brand sees influencer partnerships as key to amplifying engagement.

Zenas Liritis, Nescafé's global communication manager, highlights the growing importance of influencers in driving recommendations and connecting with consumers. This strategy mirrors broader industry trends, with FMCG giants like Unilever allocating up to 50% of their marketing budgets to creator collaborations.

Why Zach King?

Zach King, known for his viral "magic trick" videos, brings unparalleled reach to Nescafé's campaign. With 82 million TikTok followers, 25 million on Instagram, and 40 million YouTube subscribers, King's appeal transcends geographical and generational boundaries, making him an ideal partner for Nescafé's global ambitions.

A Dual Strategy: Global and Local

Nescafé's approach blends global influencer partnerships with local creator collaborations. While King fronts a worldwide campaign promoting Nescafé's cold coffee concentrate, local influencers will later tailor the message to regional audiences, ensuring relevance and resonance.

Looking Ahead

As Nescafé ramps up its influencer marketing efforts, questions arise about structuring internal teams to support this shift. Liritis notes the early stages of this transition but emphasizes the need for a strategy that balances global oversight with local execution.