The creative approach: 33 videos that would follow a local hero called Erdem as he sets out to pay surprise visits to his longtime-no-see Facebook friends, holding 2 cups of Nescafé and a GoPro camera. I managed social media accounts of Nescafé Turkey during the entire campaign. Reaching 48% of the target audience with only 12% investment, Nescafé’s Facebook campaign delivered some extraordinary results, which were recorded by Nielsen Brand Effect and Millward Brown Cross Media Solution studies.