As a complement to point-of-sale merchandising, Nestle’s Nespresso launched a year-end online promotional campaign at www.DiscoverLattissima.com. The Canadian campaign, conceptualized and developed by Hooplah, couples a branded microsite to online ad units geared at showcasing Nespresso’s newest product, the luxe DeLonghi Lattissima multi-functional espresso machine, and was driven by a media buy that sought out coffee lovers via savvy planning.
Toronto-based interactive agency Hooplah reports that the 45-day campaign yielded a 24% conversion rate. ‘This through-the-line brand activation educates consumers, promotes the ease and simplicity of the Lattissima product and spurs them to purchase online or at Canadian retailers,’ Jeff Greenspoon, account director at Hooplah, tells MiC.
Canadian-targeted buys for the 45-day campaign included digital banner buys (leaderboards, skyscrapers and big boxes) on sites like FoodNetwork.com, About.com, HGTV.com, Facebook and Epicurious.com. They were done through the Google, Yahoo and MSN networks, whereby seasonal shifts in traffic can be measurably tracked and scaled). Nespresso.com also ran the ads globally to drive traffic to the microsite.
As part of the media buying strategy, search marketing was also deployed contextually. Any online article that referenced cappuccino, coffee, espresso or kitchen appliances coupled the ad within the page, resulting in branding next to respected published articles on sites like CNN.com, MarthaStewart.com, Epicurious.com, RachaelRay.com, Style.com, blogTO.com and CoffeeGeek.com. The buys were further supplemented with high-yielding PPC ads, with targeted ad copy for thousands of select keywords.
The campaign’s performance results included 2,274,937 total impressions, 12,458 unique site visitors and 2,764 total conversions – resulting in an overall conversation rate of 24%.
Hooplah is managing digital media through mid-January on FoodNetwork.com, Epicurious.com, HGTV.com and Nespresso.com.
