Vpon

The big data-driven mobile marketing empowers Nespresso to facilitate the seamless cross-channel user experience.

Target Audience
Target Audience
Interactive Mobile Ads
Interactive Mobile Ads
Increasing Store Footprints
Increasing Store Footprints

To craft the all-rounded and seamless user experience through online and offline channels, Nespresso adopted mobile as the medium of facilitating the cross-channel communication with the consumers and driving audience to taste the offline experience at physical stores. Vpon offered the brand a solution with its propriety big data analytics and cutting-edge mobile technology to help Nespresso accomplish the goal. Thanks to big data analytics, audience targeting could be implemented to reach the right audience, while the mobile technology enabled the launch of location-based services (LBS) targeting. It led Nespresso to receive a 130% higher mobile voucher redemption rate.

We are very impressed with the outcomes of this mobile ad targeting campaign. On one hand, the brand and product message are clearly delivered through mobile channels. Moreover, we did witness a dramatic increase in footfall in all our retail outlets in Hong Kong. This O2O strategy surely augments the brand equity of Nespresso and makes the brand stand out from the competitive industry.
- Nespresso Senior Brand Manager, Ms. Carrie Shum

Campaign Strategy

Precise Location
Precise Location
Interests in Nespresso
Interests in Nespresso
Creative Ads
Creative Ads
Location Guidance
Location Guidance
  • Audience Targeting:With big data, audience targeting can identify potential buyers and find out a “look-alike” consumer profile with high buying potential. Vpon defined the audience segments based on online behaviors and the interaction via mobile devices, such as app installations, article preferences, purchase history, and so on. Additionally, Vpon was able to retarget and segment existing Nespresso lovers and the segmentations have been selected in accordance with different messages of the campaig.
  • Mobile Interaction:The rich media interaction allowed Nespresso to catch the eyeballs of target audience, not to mention the user online experience through playing the coffee roulette game. Moreover, audience could save the mobile voucher through a simple click on the mobile ad to redeem a cup of coffee for free at the stores, making the experience effortless and joyful.

Mechanism

Mechanism

Campaign Performance

Campaign Performance
Optimization efforts resulted in overall CTR (Click-through Rate) increased by 12.6%


O2O Redemption Rate

O2O Redemption Rate
Nespresso received 130% higher than the average mobile voucher redemption rate.
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