Nespresso's Amazon Ad Success: 180% Jump in Brand Searches!

One-Line Summary Nespresso successfully grew brand searches by 180% and attracted a significant number of new customers through its collaboration with The Weeknd and a Full-Funnel Amazon Ads strategy.

What's This About? Nespresso launched a limited-edition 'Coffee-Pressed Vinyl' campaign in partnership with pop star The Weeknd and the Amazon Ads Brand Innovation Lab. The campaign aimed to appeal to a younger demographic and build cultural resonance by leveraging The Weeknd's Ethiopian heritage story. The full-funnel strategy, which utilized various Amazon Ads solutions including Streaming TV, Live Sports, and Audio, yielded impressive results: a 180% month-over-month increase in searches for 'Nespresso machine,' 42% of purchasers during the campaign period were new-to-brand customers, and customers exposed to multiple ad formats showed an 8.7x higher conversion rate compared to those exposed to a single ad format.

Implications for Korean Sellers 1. Cultural Storytelling: Instead of just focusing on product features, uncover and utilize relatable stories in your ads, such as your brand's origin or inspiration, to appeal to younger generations and strengthen brand loyalty. 2. Full-Funnel Strategy: Develop an advertising strategy that considers every touchpoint of the customer journey, from awareness to purchase. Use Upper-Funnel ads to tell your brand's story, while employing a multi-faceted approach for Lower-Funnel tactics like Sponsored Brands, Display, and Remarketing to drive purchases. 3. Exclusive Content & Collaborations: Collaborate with influencers to create limited-edition products and exclusive content (e.g., behind-the-scenes videos, curated playlists), and link these to your Amazon Brand Stores. This significantly contributes to increased brand interest, search volume, and new customer acquisition.

Important Note 💡 The Amazon Ads Brand Innovation Lab offers customized solutions for large-scale brand campaigns. While not directly applicable to all sellers, you can draw inspiration from this strategy and combine currently available Amazon Ads tools to achieve similar effects.

Next Actions - Explore and uncover the brand story behind your current products, and consider how to compellingly feature it on your Amazon Brand Stores. - Consider using Amazon DSP for upper-funnel ads like Streaming TV ads or Audio ads to boost brand awareness.

📰 Source: https://advertising.amazon.com/library/case-studies/nespresso-weeknd-pressed-with-purpose