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Nespresso
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.
The brief
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.
The Strategy
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.
Competitor Conquesting
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.
Audience Targeting
Locala identified users who matched Nespresso’s customer profile, targeting users who were:
- Living or working in metropolitan areas
- Had a household income of over $50,000 per year
- Known coffee lovers
- Had been previously seen visiting competitor brands
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:
- A 15 minute walking time of a Nespresso boutique
- A competitor location
It was also used to target users within areas that had a high affinity to Nepresso boutiques.
The Creative
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.
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The Results
- Reduced the CPV by 65% over the span of 6 months
- Drove a 10.9% foot traffic uplift
- Generated over 60,000 boutique visits
- Increased landing page conversion rate from 37% to 63%, with a high of 73%
The first campaign was so successful that Locala became Nespresso’s always-on partner, continuously running campaigns and delivering return on investment for the brand.