The Nespresso story began more than 30 years ago with a simple idea: enable anyone to create the perfect cup of espresso coffee – just like a skilled barista. From its beginning in 1986, Nespresso has redefined and revolutionized the way millions of people enjoy their espresso coffee and shaped the global coffee culture.
Nespresso wanted to encourage more discerning coffee drinkers to engage with the brand by exploring their online site and visiting their boutiques across the US.
Covid-19 brought along a host of new challenges, inspiring Nespresso to open up new click-and-collect services, as well as doubling-down on their location-based marketing strategy to drive consumers to their open boutiques.
Locala’s drive-to-store platform delivers advertising that drives consumers to visit physical and online store locations. Working with Merkle, Nespresso and Locala joined forces to encourage visits to their boutiques. The campaign was uniquely designed to reach Nespresso’s target audience of coffee drinkers.
A key element of the campaign strategy was to target consumers who were previously competitor customers. Locala’s audience and DCA tactics were designed to offer consumers more information about Nespresso, and persuade them to switch loyalties to the Nespresso brand.
Locala identified users who matched Nespresso’s customer profile, targeting users who were:
Dynamic Catchment Area
In addition to audience targeting, Locala leveraged its proprietary Dynamic Catchment Area technology. This enabled the Nespresso campaign to reach consumers within:
It was also used to target users within areas that had a high affinity to Nepresso boutiques.
The campaign used a combination of banners and MPU formats, enabling high reach in a user-friendly environment. Over 28 different creative formats were deployed over the course of the campaign.
The first campaign was so successful that Locala became Nespresso’s always-on partner, running campaigns continuously from September 2020 and campaign results continue to deliver a return on investment for the brand.