Nespresso - Hot Sale Days
Challenge? Exceed the amount of sales achieved in Hot Sale '18, increasing at least a 15% of sales volume, while maintaining a competitive CPO. How? Branding and Performance teams worked under a shared strategy, joining forces during caimping days in The Loop. Results? In 3 days of campaign we reached the total estimated orders for Hot Sale.
CHALLENGE: Exceed the amount of sales achieved in Hot Sale 2018, increasing at least a 15% of sales volume, while maintaining a competitive CPO.
INSIGHT: In an economic recession context where “A” brands are losing market share. Nespresso consumers are coffee lovers and hedonists of High and Medium SEL, a target that is struggling to keep its status during the economic recession hitting the country since Q3 2018. For them, Nespresso is a symbol of their place in the world, since they enjoy acquiring luxury goods, fashion items or those that are at the forefront of what is in style. Hot Sale days meant they could take advantage of the special discounts and available payment methods to keep their consumption habits, or to enter the world of Nespresso (buying a Nespresso machine).
STRATEGY: This integral strategy included a variety of media points in order to Impact all targets in all possible touchpoint / Reach the audiences with a targeted message / Integrate all touchpoints from the upper to the lower funnel / Brandformance via Dynamic Ads in Programmatic & Facebook.
EXECUTION: Mindshare Branding and Performance teams for Nespresso worked under a shared strategy. With DCO we approached the upper funnel with an accurate audience segmentation showing customized messages to each audience profile.We built reach to our specific audiences with FB Ads. In the lower funnel, searches related to Nespresso and Coffee were captured via a data bases strategy in Paid Search. Via Gmail Ads we used segmented data bases to lead traffic to the specific benefits and discounts.We used to our advantage the audience development built throughout the year to optimize each activity.
RESULTS: In Hot Sale days we reached the total estimated orders.Orders: + 161% vs 2018 CPO: – 35% vs 2018 Revenue: + 167% vs 2018 ROAS: + 56% vs 2018 Additionally, for Facebook we ran a conversion lift study that showed FB campaigns for Hot Sale and Hot Week drove a 20.6% increment in online sales and 12% for offline sales in Boutiques