There were two reasons for this spectacular success. Firstly, Nescafe gained universal insight: with the growth of social networks, they all became virtually connected to a lot of people whom wonder if they could be their friends in real life. The word friend used on Facebook helped them emphasize this question. Secondly, using Facebook, the most popular social network, gave the campaign a huge resonance. Fans were commenting on the videos, starting conversations about how to turn virtual friendships into real life ones and even publishing their own encounters. Facebook was the key for this campaign's success: it allowed the brand's audience to live the experience on the very network that inspired it. Source: Digital Training Academy: Facebook Case Study QUESTIONS a. Discuss in what segments you can categorize digital marketing of Nescafe? (8 marks) b. Explain and relate what is on-page and off-page optimization based on Nescafe initiatives to attract more follower through their Facebook platform. (8 marks) c. List and briefly explain with examples, the TWO (2) different types of SEO practices by Nescafe. (14 marks)