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 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
Winter 2024 and 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
Restraint was the name of the game when it came to influencers. Rather than over-explaining the idea, we gave creators the freedom to “show their SipCheck” through ASMR, short recipes, and everyday rituals. We leveraged their reach using their voices. Top creators consistently ranked among the highest drivers of traffic to the e-comm page, proving that their audience converts because of trust-based, authentic storytelling. In 2025, we achieved over 2 million in collective organic reach.
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 our content was created to drive curiosity and trial for our coffee and creamer innovations. The payoff was clear not only in e-comm traffic numbers, but also the positive sentiment in the comments from our viewing community.