SipCheck was built on a simple insight: at-home coffee drinkers don’t want more coffee — they want a better cup tailored to their moment. Launched in 2024 as Nestlé’s first-ever campaign combining the company’s coffee and creamer portfolio, SipCheck converted social media views into real purchase intent through surprise-and-delight mailers, influencer-led content, and owned social.
In 2025, we sharpened our focus from table stakes cultural relevancy to e-commerce performance. With a reduced budget and a lean in-house team, the campaign doubled down on formats proven to convert. Across mailers, creator partnerships, and owned social, all content intentionally laddered to a single, frictionless Click 2 Cart buying experience.
The results proved that we measurably drove coffee upgrades across the Nestlé portfolio and that we learned from our first year. In 2025, this campaign garnered over 25M+ video views (double the prior year), 188k clicks to e-comm (quadruple of 2024), and over $4.1M of purchase intent value (doubling 2024 again). 2024 was no failure either. That first year, we established a foundation of 11.3M video views, 45k clicks to e-comm, and $2.2M in purchase intent at double the carting rate benchmark for the platform.
Nestlé
Fall 2024, Winter 2025
CONTRIBUTION
Creative Direction
Mailer concept and design
Print vendor management
Owned content strategy, concepting + production
Creator selection + oversight
E-comm site design
TEAM
Group Creative Director: Ameesha D.
Copywriter: Olivia H.
Videographer: Kyle B.
Video Editor: Orlando S.
Insights & Analytics: Lexi S.
Print vendor: Canary Marketing
THE MAILER
This carefully curated box was a surprise that earned attention. Designed as a trust-builder and not a transactional send, our mailer boxes featured Nestlé’s latest coffee ritual innovations while sparking organic excitement without scripted asks or rigid deliverables. Creators chose how, and if, they shared, allowing the resulting content to truly feel earned.
Across both years, the mailers proved to be high ROI in fueling organic buzz, seeding visual assets used across paid and owned channels, and reinforcing long-term creator relationships.
THE INFLUENCERS
In the first year of SipCheck, my team contracted three influencers who were existing brand fans of Nescafé and Coffee Mate to show off their creations using our featured products. While these influencers drove high engagement rates, high unique views, and positive comments, we didn’t stop there. We reached out to additional influencers purely to surprise and delight with the mailer box, and the results were incredible. Through cold DMs, we were able to leverage their existing brand fandom to cover 11 more social media pieces, earning a projected-media value of over $200k.
These results informed our 2025 strategy to focus solely on earned content through S&D mailer boxes. We asked creators to “show their SipCheck” through ASMR, short recipes, and everyday rituals, leveraging their reach using their voices. In 2025 with 18 total mailer boxes, we achieved over 2 million in collective organic reach and 174k engagements, blowing our 2024 metrics out of the water with less than half the budget of Year 1.
TORILANAEE’s
ASMR style content proved successful in surpassing 1M views and getting comments like “Brown butter creamer???? 🥺🥺🥺🥺 I need it ASAP ” and “Omg Nestlé is the BEST”.
GRACIELA’s
authentic storytelling brought out brand love in her audience with comments like “Ooo trying that asap 🤍” and “brb on my way to the store 🥰”.
BOBBY BOYD
We sent a mailer to Bobby after clocking his use of Nescafé organically on his Coffee Corner Chats. What started as a cold DM on social media in 2024 turned into an ongoing partnership in 2025. For $0, we were able to reach his audience of 415k on TikTok and 187k on Instagram for 2 years in a row.
THE OWNED CONTENT
Owned content was our experimentation engine. We took creative risks to test content format ‘firsts’ for our page, including ultra-short ASMR videos, “man on the street” executions, and generative AI. All of our content was created to drive curiosity and trial. The payoff showed itself in e-comm traffic numbers and positive sentiment in the comments from our viewership.
WHISK AWAY
These 6 seconds were watched 7.8M times on Instagram, 2.7M times on TikTok, and drove the overwhelming majority of our clicks to e-comm.
MAN ON THE STREET
Engaging our local community got our audience hype with comments like “Can you come over to my house and give me a peppermint mocha 😝”
OBSESSED
Using this trending sound to exaggerate Coffee Mate love got 1.5M views on Instagram and relatability comments like “I’m obsessed with this too!!!!!!”.