Situation:
Tasked with orchestrating an awareness and engagement campaign for the launch of Nespresso's flagship store in Sydney CBD in 2018. The campaign targeted Gen Z and Millennial customers in the competitive retail coffee market, aligning with Nespresso's ambition to become the best quality and most sustainable coffee brand.
Task:
Primary goal was to generate national awareness and engagement for the George Street store launch while positioning it as a symbol of Nespresso's sustainability commitment. Additionally, we aimed to capture market share among Gen Z and Millennial customers by appealing to their values and preferences.
Action:
Utilising a customer-centric approach, I identified pain points of the target demographic related to sustainability, flavour, price, and provenance. Recognising sustainability as a paramount value and the role that Nespresso’s tree planting program in global coffee growing territories, I conceptualised the #treetocup campaign to tell Nespresso's sustainability story through this lens.
Actions included:
Adopting a customer centric approach to build accurate personas and customer journey mapping to optimise each touchpoint of the target customers journey to purchase online or in store.
Adopting an owned, earned, paid media strategy to optimise social media content.
Engaging sustainability influencers during the pre-launch phase to generate buzz and anticipation for the store opening.
Organising a media launch event to showcase the store's sustainability initiatives and highlight Nespresso's commitment to ethical sourcing and environmental stewardship, supported by sustainability influencers.
Implementing a post-launch phase focused on monthly in-store and social media engagement activities with influencers to amplify the #treetocup narrative, programs, and initiatives.
Crafting compelling content across various platforms to educate and inspire customers about Nespresso's sustainability efforts, encouraging them to join the movement.
Leveraging partnerships with local media outlets and industry magazines to secure coverage and drive further awareness of the campaign and store launch.
Building accurate KPI’s for measurement and optimisation.
Results:
Measurement:
Campaign channels - Improvado, Brandwatch, Hubspot.
Website - GA4, monitoring + optimisation.
CRM - in store surveys Survey Monkey, QR codes & sales staff.
The strategic initiatives yielded impressive results, garnering widespread media coverage and driving significant engagement:
The campaign secured articles in industry magazines and broadcast news channels, including Channel 7, Sydney Morning Herald, and The Daily Mail.
More than 12,000 mentions of the campaign launch on Instagram reached over 8 million people, amplifying the message and generating social buzz.
The Nespresso Sydney CBD flagship store exceeded footfall expectations by 28% throughout the 12-month lifecycle of the awareness campaign.
Sales of Nespresso capsules, both in-store and online, surpassed forecasts by 17% quarter on quarter, indicating strong customer interest and conversion.
This STAR case study showcases my ability to develop and execute a successful awareness and engagement campaign that effectively communicates Nespresso's sustainability story and resonates with the target audience, ultimately driving tangible business outcomes and reinforcing Nespresso's brand positioning.