Campaña gráfica de Nespresso
To increase the volume of online coffee orders, Nespresso USA launched a year-long direct response campaign on Twitter. The company is making special emphasis on efforts for the upcoming Christmas holiday. “Twitter has been a great solution since it has enabled us to escalate our direct response campaigns on paid social” explained Peter Mollica, Social Media Marketing Specialist at Nespresso USA. “In 2015 we worked closely with Twitter and Merkle to efficiently make the most of Twitter’s personalized and similar audiences to segment them according to users. Thanks to both tactics, we were able to increase sales of machines and coffee at Nespresso.com with an efficient cost per accepted offer.”Through the use of website cards, they were able to boost traffic directly to their website on Twitter. @NespressoUSA implemented outstanding offers, such as US$100 of free coffee for the purchase of a new coffee machine.By segmenting according to personalized audiences, the brand made the campaign more relevant. They grouped users who had previously visited the site and added similar segmentation that also showed ads for people that were similar to the Twitter users in the original list. @NespressoUSA spent 12% less than what it had planned on each coffee machine order, which made this direct response campaign very efficient on all channels.
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