Nespresso created WCIMTB, which stands for "What coffee is meant to be," to create a unique and engaging campaign inspired by user engagement comment testimonials. Leveraging positive comments from Nespresso enthusiasts, the campaign aimed to celebrate the essence of coffee culture and the joy it brings to people's lives in a sometimes humorous and widely relatable way. The execution involved collecting testimonials from the engaged coffee-loving community across social media platforms, which were paired with visually striking assets, such as vibrant images of coffee cups and serene moments. The campaign rolled out across Nespresso's social channels, engaging audiences with relatable anecdotes and resonating deeply through its authenticity and emotional connection.