Campaign details

Brand: Nespresso
Brand owner: Novateur Coffee Concepts Inc.
Lead agency: Ogilvy Philippines Inc.
Country: Philippines
Industries: Hot drinks
Media channels: Email marketing, Search marketing, Social media
Budget: Up to 500k

Executive summary

Premium coffee brand, Nespresso, grew its average monthly revenue and e-commerce transactions in six months by implementing a strategic digital acquisition and retention strategy.

Market background and cultural context

Nespresso launched its B2C line in the Philippines in August 2017, via www.nespresso.ph. Its biggest milestone when the campaign started was the opening of the first Nespresso Boutique in the Philippines in December 2017 and the launch of multiple trade points and pop-up stores around Metro Manila in 2018.

On a global scale, Nespresso is a giant brand in the gourmet single-cup coffee market category, with 40% annual growth since the 2000s. However, it faced a number of challenges when it entered the Philippines market. There are many players in the personal coffee machine category who had a head-start, both for pods and traditional coffee beans. Also, Nespresso-compatible capsules were easily accessible at a lower price via e-commerce sites.