The “1 Cent për Student” campaign, initiated by Nescafé, was designed to support students through brand-driven engagement, ultimately raising funds for a computer lab donation to the University of Prishtina
Challenge
The campaign required careful planning and execution to engage students, raise funds, and ensure Nescafé’s branding was effectively showcased:
Engaging the Student Audience: The campaign needed to resonate with students and drive participation in a way that felt authentic and rewarding.
Campaign Consistency: With a three-month duration, ensuring continuity in messaging and engagement across multiple touchpoints was critical to the campaign’s success.
Generating Awareness: Nescafé required a strong PR strategy to ensure widespread awareness and coverage of the campaign and its impact.
How we solve it
VM3 played a crucial role in organizing and executing the campaign, ensuring its success through meticulous planning and branding:
Full Event Organization: We managed the entire event from conceptualization to execution, ensuring that all elements aligned with Nescafé’s brand.
End-to-End Design: We designed and implemented the branding to ensure it was visually appealing, consistent, and aligned with the campaign’s objectives.
Production & Installation: We printed, produced, and installed all event materials and promotional signage, creating a cohesive visual identity throughout the campaign.
Logistics & Transportation: We handled the logistics, transportation, and installation of all branded elements, ensuring smooth operation during the campaign’s duration.
Audience Engagement: We oversaw promotional activities, ensuring maximum student participation and excitement around the campaign.
High-Impact PR Strategy: We executed a targeted PR strategy that generated widespread media coverage, raising awareness for the campaign.
Campaign Supervision: We managed the entire three-month campaign to ensure it maintained continuity, consistency, and engagement.
Donation Highlight: A major highlight was the donation of a fully equipped computer lab to the University of Prishtina, funded by the money raised during the campaign.
Results
Successful Brand Engagement: The campaign successfully combined social responsibility with brand engagement, creating a meaningful connection with students.
Fundraising Impact: The funds raised through the campaign helped provide a computer lab donation to the University of Prishtina, leaving a lasting educational impact.
Enhanced Brand Reputation: Nescafé’s commitment to social responsibility helped strengthen its brand image and fostered loyalty among students, further positioning the brand as one that cares about its community.
