Nescafe’s content marketing strategy uses KOLs to amplify distribution to target audiences. The brand produced a series of down-to-earth and humorous advertorial videos featured @傅妈 and @虎柴柴. Ten top-tier KOLs like @追风少年刘全有, @治愈里, and @全球奇闻趣事 reposted the videos. The Media Value obtained from the campaign accounted for more than 50% of Nescafe’s Q1 Weibo Media Value. This campaign’s Weibo hashtag #有咖啡困不住# tracked more than 240M impressions.