Case Study

brews up a direct response campaign on Twitter

Key results

The opportunity

To increase volume of online coffee orders, Nespresso is using digital advertising to convert more households into Nespresso machine owners. That means getting their products and offers in front of the right audiences.

The strategy

runs a year-round direct response campaign on Twitter to sell coffee. But to get more homes using Nespresso products, they ramped up their efforts for the holidays. Using Website Cards, a type of ad that allows businesses to drive traffic directly to websites directly on Twitter, drove Twitter users on mobile and desktop to featured offers like $100 of free coffee with the purchase of a new coffee machine. And by targeting tailored audiences, a feature that allows advertisers to reach a customised list of Twitter users, the brand made the campaign more relevant. retargeted people who had previously visited their site, and added look-alike targeting that also showed ads to people who resembled the Twitter users on their original list.

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, sweetened the deal with discounts and free shipping.

Offers increased in urgency as the holiday season drew to a close.

The success

 spent 12% less for each coffee machine order than their goal, making this campaign their most efficient direct response effort across all channels.

“Twitter has been a great solution for us to scale our direct response campaigns on Paid Social,” says Peter Mollica, social media marketing specialist at Nespresso USA. “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 [an] efficient CPA (cost per accepted offer).”

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.

Peter Mollica, Social Media Marketing Specialist, Nespresso USA

Solutions used

Website traffic & conversions

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Audience targeting

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