Nespresso runs year-round direct response campaigns on Twitter to promote its products.
During the holidays, a select group of Twitter users saw Promoted Tweets with special offers for purchasing a coffee maker.
Looking to get their coffeemaker into more households, @NespressoUSA sweetened the deal with discounts and free shipping.
Offers increased in urgency as the holiday season drew to a close.
In 2015 we worked closely with Twitter and Merkle to really hone in on how to efficiently leverage both Tailored Audiences and look-alike audiences to target Twitter users in the consideration phase. Both of these tactics were able to deliver incremental machine and coffee sales for us on Nespresso.com at efficient CPAs.