In Case Of Morning - Nescafe

Why Visual Design Is Important For Your Social Media Marketing. Case study: Nescafe

It has been said that a picture speaks a thousand words. In the context of social media marketing and today’s world of massive data overload, truer words have never been spoken.

Visual content drives engagement. In fact, just one month after the introduction of Facebook timeline for brands, visual content – photos and videos – saw a 65% increase in engagement.

So take a moment, and think about your current visual presence on your social media channels.

How strong is it? Is it relating to your audience? Are you utilising your social media channels as effectively as you possibly can? If someone were to share content from your page, would a user recognise it immediately as yours? What can you do to improve it?

90% of all information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text.

These are key factors that you have to be consistently taking into account when developing and maintaining an online social media brand.

There is a key component in branding that every successful company/brand replicates in all their efforts – and that is that in order to be successful, you have to be memorable. According to Zach Kitschke, the Head of Communications at Canva, having a strong visual presence and brand will help you connect with your audience, and thus will assist in effectively conveying your brand’s personality and message.

A great example to look at is Nescafe.

Good branding doesn’t have to be complicated. The key to succeeding in it is to find the right voice for your brand’s personality and build your visual presence around that.

For Nescafe, they use their signature red coffee mug in all their visual branding. They do not shy away from being creative and use their red coffee mug in creating new visual narratives for audiences to engage with.

In Case Of Morning - Nescafe Screenshot 2014-05-13 09.54.25 Screenshot 2014-05-13 09.54.33


A spectacular example of Nescafe’s dedication to their visual presence is their recent Really Friends? campaign which ran on Facebook. Nescafé wanted to rejuvenate its audience and experiment that carried out a simple test: having a coffee with as many communication by demonstrating the social power of coffee in a fun way. Nescafe ran an Facebook friends as possible, as we would with our real friends. We all have hundreds of friends on Facebook. But how many of them do we really know? They asked Arnaud, an average 37-year-old guy with 1,200 Facebook friends to meet as many of them as possible over a two-months period and surprise them with two cups of Nescafe coffee and film their reactions.

As can be seen from the video, the campaign was a hit and according to the Facebook Studio Awards became a central chat point about the virtual friendship topic. Nescafe created a platform and competition that allowed fans of the brand to further engage with the topic and win an experience just like Arnaud. Using Facebook and visual branding, Nescafe was able to turn its aging coffee brand into symbol of friendship – refreshing old ones and creating new ones.

40% of people will respond better to visual information than plain text – so don’t fight to be read, be creative so that you are seen.

In the end, any social media brand needs to remember that the key to developing a successful social media presence is building an honest and engaging relationship with your audience. You can increase that relationship by promoting familiarity through branding – so that your community recognises you wherever you are.