Social Lab worked with Nespresso to develop an integrated campaign that met three key objectives: to raise awareness of Nespresso as a breakfast coffee brand; to inspire and engage a younger audience and to build cultural credibility by putting the brand on the forefront of the social landscape. The campaign was driven by the cultural insight that coffee is the most talked about in the morning, but people mainly share when they go out for breakfast. As Nespresso is the original barista coffee experience at home, we wanted to inspire their target audience to create extraordinary breakfast experiences in their own homes and convince them that Nespresso’s Lungo range offers the perfect accompaniment, resulting in the creative concept ‘Champions Of Breakfast’.
In order to address the campaign objectives, we partnered with Vice’s luxury channel Amuse, the perfect platform for us to reach Nespresso’s future audiences given their youth centric, luxury lifestyle focus. We used three young, culturally interesting influencers (a model and activist, a bio-dynamic chef and a photographer) from across Europe to film beautifully shot stories about their own unique breakfast routines and worked with Vice to develop a co-branded experience of short film, editorial content and a social amplification strategy.
We co-produced white-labelled and Vice owned content to live on both Nespresso’s owned social channels and on a branded hub on Amuse.
Our social strategy was to bring our audiences into an engagement funnel based on three key phases in the customer purchase journey: awareness, consideration and conversion. First we raised awareness of Nespresso as a breakfast coffee brand by creating 15sec and 60 sec video content around the talent’s breakfast routines.
The consideration phase deepened the connection between breakfasts and Nespresso using product engagement content: recipe videos, coffee pairing pre-rolls and carousel ads showing the coffee in context of the breakfast.
15′ breakfast recipe films
15′ coffee pairing films
Finally, we delivered a commercial message using ad formats such as page post link and video link ads to drive traffic to Nespresso’s website and encourage sales of the permanent Lungo range, targeting people who had engaged with the campaign.
The campaign launched first in the UK with other markets planned for later this year.
Click here to visit the Champions Of Breakfast campaign on Amuse: https://amuse-i-d.vice.com/category/champions-of-breakfast
Strategy/ Julie Frederickx (Creative) – Nicolas Mendel (Paid Social) – Anna Southern (Social)
Account/ Becci Amyes – Jessica Nguyen-Phuong – Matthieu Vercruysse
Creative/ Mauro Rodriguez – Kim Genkinger – Alex Williamson
Production/ Aurora Montes