Nestlé 雀巢 / Social
Six-account content operations
A Douyin account matrix combining trend responses, street interviews and product campaign content.
- Account-matrix operations
- Trend responses
- Original content
01
The challenge
Keep multiple brand accounts relevant and respond promptly to conversations on the platform.
02
The idea
Connect daily production with trend responses, from researching a story and replying to participants to interviews and publishing.
03
The execution
For the Nanjing coffee story, the team contacted participants, sent products, conducted interviews and published related content. Ongoing work also includes street interviews and coffee and milk tea content.
Source and reported outcomes
The Nanjing coffee project is reported as 11 related videos and 6.35 million views. This is not a total for all accounts.
Project reference: company credential (20251209), pages 12. Images are from the corresponding project materials. Reported outcomes are historical project records.
