NESPRESSO COFFEE EXPERTISE
| Title | NESPRESSO COFFEE EXPERTISE |
| Brand | NESPRESSO GLOBAL |
| Product/Service | NESPRESSO COFFEE CAPSULES - RISTRETTO, VOLLUTO, ROSABAYA, ENVIVO, ARPEGGIO |
| Category |
C01. Use of Digital Platforms |
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Entrant
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SOCIAL.LAB Brussels, BELGIUM
|
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Idea Creation
|
SOCIAL.LAB Brussels, BELGIUM
|
|
Production
|
S_OFT STUDIO Madrid, SPAIN
|
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Production 2
|
JVG MADRID, SPAIN
|
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Production 3
|
BANDIZ STUDIO Madrid, SPAIN
|
Credits
| Kim Genkinger |
Social.Lab |
Executive Creative Director |
| Aurora Montes |
Social.Lab |
Creative Producer |
| Troels Popp |
Social.Lab |
Global Senior Creative |
| Majken Gram |
Social.Lab |
Global Senior Creative |
| Mauro Rodriguez |
Social.Lab |
Executive Creative Director |
| Thomas Christiaen |
Social.Lab |
Global Business Director |
| Anna Southern |
Social.Lab |
UK Head of Strategy, Managing Partner UK |
| Jakub Hodbod |
Social.Lab |
Strategy Director |
| Julie Frederickx |
Social.Lab |
Strategic Planner |
| Michaela Terry |
Social.Lab |
Account Manager |
| Rebecca Amyes |
Social.Lab |
Account Manager |
| Jessica Nguyen-phuong |
Social.Lab |
Account Executive |
| Lauren Boniface |
Social.Lab |
Social Strategist |
| Patou Nuytemans |
Social.Lab |
Chief Digital Officer at Ogilvy Group |
The Campaign
If you look at a Nespresso capsule and a compatible capsule, it can be hard to tell the difference. But the capsules are only the tip of the iceberg. It’s the stories that lie beneath the surface of the coloured capsules that truly differentiate Nespresso from its look-alike competitors.
To tell these stories we created the deepest mobile stories ever told in 5 Facebook canvases, each representing the story of a Nespresso capsule told in vertical videos, tilt-to-view pictures and Facebook carousels in a downward and seamless story.
By doing this, we literally placed the story behind each capsule in the hands of the consumers while deep-diving into the quality and expertise of the blend. Each canvas was designed to fill the mobile screen and to keep the consumers diving deeper into the story, leveraging the canvas format in a new and never-seen-before seamless and engaging way.
Creative Execution
For each of our target audience, we developed a specific journey to create a sequential storytelling driving them through the funnel from awareness, to consideration, experience and advocacy.
We leveraged our tool of social assets on key social channels, Facebook, Instagram and Pinterest, to retarget them based on their interactions with the brand and maximise engagement.
The 5 stories were made available to 28 markets worldwide.
The campaign has been launched in October 2016 on 5 markets and will be running until the end of 2016. First results show a high engagement rate with a view duration above 30s.
Full campaign results will be available end of 2016.
In a highly competitive market such as single serve coffee, it is key to find new ways of engaging our audiences in a personalized way. Combining media-planning with content creation, we’ve developed a highly engaging campaign to demonstrate and educate on Nespresso’s coffee expertise.
Insights, Strategy and the Idea
We needed to reach and engage 3 target audiences in the expertise story of Nespresso: current Nespresso consumers, machine owners using compatibles capsules and prospect audience.
Using a sequential story-telling approach, we developed a set of assets for each Grand Cru, to drive each of our 3 audiences through the funnel from awareness, to consideration and advocacy.
The idea of deep-diving into the capsules made the choice of campaign elements easy: 5 Facebook canvases in the centre of the campaign, all linked by a range of social assets teasing for the canvases on key social channels such as Facebook, Instagram and Pinterest.
The social assets were all differently angled to create interest and address the needs of each of Nespresso’s 3 target audiences.