Nescafe has been racking up social followers, and now it’s brewing a plan to monetize them. With a presence on platforms including Snapchat, Instagram and Viber, the 78-year-old instant coffee brand has invested in growing its relevance among so-called digital natives. But according to its head of global integrated marketing, Michael Chrisment, Nescafé is now pushing for ROI, with a quarter of its investment in digital intended to lead toward a sale.