NESCAFÉ® MEMENTO™ is a radically new coffee product that makes an instant latte right in the cup. For the launch, NESCAFÉ retained actress and comedian Ellie Kemper.

Focusing on Ellie’s penchant for playing well-meaning but inexperienced characters, we cast her in a Facebook app as an amateur life coach. She was, however, a surprisingly effective NESCAFÉ MEMENTO spokesperson.

By accessing users’ open graph data, individual clips of Ellie cracking wise were assembled on the fly. An initial pool of 56 clips provided 2,500 possible combinations from which to serve up personalized “advice.”
Plugs for the product were inserted organically into users’ Ellie session.

The app, together with its supporting social media and PR campaigns, delivered in excess of 155 million impressions.

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