Nespresso and Shazam

Coffee is everywhere. It has become a cornerstone of our modern culture, daily ritual and even our online rhetoric. It’s a seemingly ever-growing trend with the unique ability to transcend all cultures and lifestyles.

Nespresso’s goal is simple: “To become the ultimate provider of daily pleasure for as many people as possible, worldwide”. Even though coffee is already a part of our everyday lives in SA, we’re only starting to wake up to the smell of portioned ground coffee now.

With only 105 000 households in SA drinking ground coffee, versus the 501 000 households drinking instant coffee, we needed to grow our share of the ground coffee market and attract new clients from the instant coffee market – while maintaining the world-class presence that Nespresso is so well known for.

With a comparatively modest budget, we needed to achieve this by fulfilling a simple objective – sell more machines and capsules of their incredible coffee in the online space.

With our main competitor increasing their ad spend by over 1100%, we needed to make the most of the opportunity at hand.

In order to grow our online audience, we first needed to learn more about them. Finding out what messaging they reacted to, which domains they frequented and how they behaved online would be essential to taking a greater market share.

We made the most of a few effective ways to get a glimpse into their lives. Firstly we spread awareness of the overall Nespresso campaign using our most powerful asset – the TVC. With a simple Shazam CTA added to the TV commercials, we were able to gather priceless data from over 27 000 people.

We coupled this with data gathered from our premium and programmatic media placements that took users to the site online, meaning we were able to draw a comprehensive picture of target audience’s online habits and actions. This is what is referred to as “prospecting”.

Next we were able to create audience segments based on either their engagement with our creative media, users going directly to www.buynespresso.com or having initially converted from first points of contact during the prospecting phase. This gave us the chance to run effective retargeting messaging while continuously optimising the campaign.

By looking at our current audience’s behaviour based on our retargeting strategy, as well as which domains provided users who were likely to follow through to purchase, we were able to build invaluable lookalike audiences.