Case Study: Nespresso Vertuo Mexico Contextually Powered Campaign

Nespresso, a leader in premium coffee solutions, partnered with Teads and Publicis Groupe to elevate their Vertuo Mexico campaign. The goal was to drive purchase consideration and strengthen brand recall in a competitive market through premium, contextually relevant content that reached highly targeted audiences.

Campaign Overview

The Vertuo Brandformance Campaign, which ran in March 2024, outperformed benchmarks for CTR, lift norms, and carbon footprint through the use of Teads’ custom, contextually relevant audiences.

Campaign Objectives

• Increase purchase consideration for the Nespresso Vertuo line.
• Enhance ad recall among the target audience.
• Achieve high engagement rates through optimized ad placements.

Campaign Execution

Teads’ innovative platform was leveraged to deliver Nespresso’s message through Teads InStream ad units. The campaign employed several key strategies:

1. Contextual Targeting: Ads were placed within content that aligned with Nespresso’s brand values and appealed to the interests of their target demographic. This ensured the ads were seen in environments that resonated with the audience’s lifestyle and preferences.
2. Customized Audience Segmentation:
   • Coffee Lovers: Consumers aged 18-44 with interests in foodies, gourmet, healthy living, entertainment, movies, finance, sports, fitness, tech, and music.
   • Nespresso: Consumers aged 25-54 with interests in beverages, luxury, home goods, and furniture shoppers, excluding low and medium-wealth segments.
3. High-Impact Ad Formats: The campaign utilized visually engaging and interactive ad formats, including the innovative 3D Cube, to capture attention and drive interaction. These formats created a memorable and immersive experience for consumers.

Results

The campaign’s success is reflected in its significant uplift across key metrics:

• CTR: Achieved a 1.07% CTR, outperforming the benchmark by 0.51%, indicating strong consumer interest and engagement.
• Purchase Intent: Increased by 8 points, far exceeding the benchmark by 6 points, demonstrating effective influence on consumer buying decisions.
• Ad Recall: Saw a 6-point increase, 3 points above the benchmark, highlighting the memorable impact of the ads.
• Carbon Footprint: Achieved a carbon score of 274g, significantly below the Scope3 benchmark of 514g, supporting sustainable advertising practices.

María Vázquez, Head of PR & Communications for Nespresso Mexico, stated:

By harnessing the power of premium, contextually relevant content and advanced audience targeting, the campaign not only boosted purchase consideration and ad recall but also reinforced Nespresso’s position in the market.

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