Nescafé - Make Your World
Nescafé made a fundamental shift from being an everyday beverage that wakes people up, to an everyday beverage that inspires them to make a difference in the world.
sales uplift vs pre-period
sales uplift YoY during weeks 1-2
new customers
Campaign Background and Insights
The overall campaign purpose was based on Nescafé making a fundamental shift from being an everyday beverage that wakes people up, to an everyday beverage that inspires them to make a difference in the world. The campaign aimed to address key market opportunities to grow and defend their market position and grow online sales penetration in a minimal declining category through increased share of voice.
Nescafé Trends and Customer Profiling were virtually identical to the wider Coffee Category.
The Coffee category has a higher loyalty index in comparison to other sub-categories.
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Customer Groups are widespread, spanning Families and Older Skew Customer profiles.
Pre-shop drove interest and awareness
Unmissable in-store point of sale
Consumer promotion to maximise retention
Solution and Results
A multi-phased campaign approach drove pre-shop interest, maximized brand visibility in-store, and maximized repurchase/retention. The campaign utilised a vast range of omnichannel touchpoints, connecting above the line with in-store and online activity.
The brief brought together numerous stakeholders from the Woolworths Group. Woolworths Group stakeholders and Cartology teams (Insights, Strategy, Product, Delivery, Client Partnerships) collaborated with Nestlé's Category and Merchandising, and Woolworths Operations teams for a two-phase, six-week campaign to establish coffee category ownership. New and innovative in-store point of sale created unmissable theatre at the right moment for the customer while online channels kept Nescafé top of mind and created ease of purchase. The campaign maximised retention through a second flight of media activity and consumer promotion.
Initial weeks saw great success for the "Make Your World" campaign, achieving a high sales uplift and substantial customer acquisition.
• Sales uplift of +88.5% versus pre-period
• Unit increase of +129% vs pre-period and +256% YoY.
• Total entries for the weeks 3-6 WEDR (Win with Everyday Rewards) campaign reached a staggering 107,426 entries
• Phase two continued momentum with a growth in units of +75% and sales of +59% versus the pre-period.
• The Nescafé NEW campaign generated close to 24.3k new customers.
• Campaigns over-indexed against both the category "beverages" and subcategory "coffee" for New and Reactivated customers