Nespresso's mobile ad targeting campaign in Hong Kong significantly increased footfall to retail outlets and enhanced brand equity through an effective online-to-offline (O2O) strategy. The campaign saw a 0.46% mobile voucher redemption rate, outperforming the average rate of 0.2%, and utilized data-driven audience targeting to engage possible customers nearby pop-up locations. Optimization efforts raised the overall click-through rate by 12.6%, highlighting the effectiveness of location-based advertising and creative interactions.

2. - Nespresso Senior BrandManager Ms. CarrieShum
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.
“
”

3. Campaign Background
MarketingObjective:
CampaignObjective:
Location:
CampaignPeriod:
MobileVoucherRedemptionRate: 0.46 %
To encourage potential and existing customers to have a seamless brand and product experience from all touchpoints
across both online and offline channels.
To increase the footfall in retail outlets through the promotion on online channels.
Specific Areas in Hong Kong
March – April, 2016 (41 Days)
(Average: ~0.2%)

4. Campaign Strategy
Location based ad
delivery around the pop-
up store area (Shatin and
Taipo Districts…)
PreciseLocation TAsinterested
inNespresso
CreativeAds LocationGuidance
Use data driven
approach to look for
audience who are more
interested in the
Nespresso
Use interstitial to attract
users’ eyeballs Landing page as store
locator to lead users to
the pop-up storeEngage consumers with
simple interaction
Audience Targeting Mobile Interaction
HTML

5. Audience Targeting
People in Kowloon City, North, Sai Kung, and
Tsuen Wan districts generated a better
performance. However, Sai Kung and Tsuen Wan
were only selected due to the strategic concern on
the locations of pop-up stores.
The Property Searcher and Finance Guru lookalike
audience showed higher interest on the ad than
regular audience. And these two groups of
audience contributed 0.3% CTR higher than the
unspecified target group.
Shatin and Taipo North Kowloon City and
North
(East Rail Line)
Sai Kung and
Tsuen Wan
CTR Comparison by LBS Targeting
Unspecified Finance Guru Property
Searcher
Chic
Cosmopoliatan
Movie Critic
CTR Comparison by Audience Targeting

6. Overall Optimization Tactic
Integration of LBS and lookalike audience targeting
Targeting the audience
in Shatin and Taipo districts only
Extending the location to Sai Kung
and Tsuen Wan district
On top of LBS, Property Searcher
and Finance Guru lookalike audience
were implemented
Phase I Phase II Phase III
(Week 1 - Week2) (Week 3 - Week4) (Week 5 – Week 6)

7. Mobile Interaction to Drive O2O
HTML5 Creative X Store Locator
 Eye-catching
 Increase engagement level
Interactive Interstitial Ad Store Locator
 Last-mile push
 Immediate action
Pop-Up Store
DEMO

8. Interactive Interstitial Ad
Direct to landing
page when click the
ad
CTR:
2.96%
Landing Page Mobile Voucher Store Locator Pop-up Store
RedemptionRate:
0.46%
DownloadRate:50.64%
Redeem a free cup of coffee at
Pop-up store by presenting
mobile voucher instantly
OpenMap:9.26%
Mobile Interaction to Drive O2O

9. Campaign Performance
Optimization efforts resulted in overall
CTR(Click-throughRate)increasedby12.6%
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Interstitial CTR Lookalike Audience
Optimization
LBS Optimization
Nespresso received 65%higher than
the average mobile voucher redemption
rate.
O2O Redemption Rate
Nespresso Average
0.2%
0.46%

10. Facebook
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LinkedIn
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