Nescafé Dolce Gusto wanted to get people excited about their coffee machines and complement above the line activity, like TV advertising, with continued online journeys to drive sales and brand engagement.
Nescafé wanted to communicate the right triggers, at the right time, in impactful, brand safe and contextually relevant places.
Jellyfish created an online journey that was designed to complement offline activity across the funnel, from generating new customers to maintaining an innovative brand presence with already engaged audiences through display advertising.
Using data and bid analysis Jellyfish optimized the programmatic display campaign with the Doubleclick real-time bidding platform, delivering Nescafé the following results:
- New, accurately targeted audiences were engaged as 91% of ads were shown to new visitors
- Brand safety was improved 7x
- 21 percentage points increased viewability vs. IAB standards
Jellyfish also honed the campaign throughout, repeating effective placements in eBay and using ‘shopper’ behavior data to feed into timely, well-placed remarketing to further maximize conversions.
Gawain Owen, Marketing Communications at Nestle S.A. said of the project:
"DoubleClick actually gives us the opportunity to bid on impressions that have a likelihood of being seen. At the end of the day, if my advert has not been seen, I can’t sell my product. Nestlé doesn’t sell products to robots yet, maybe in the future."
Head of Display at Jellyfish, James Bourner joins Nestle S.A.’s Brand Manager Annika Adler and Gawain Owen to tell the story in this Google DoubleClick Digital Marketing case study video above.
Read the Google DoubleClick case study ‘Nescafé Dolce Gusto Drives Sales with Audience Signals’ here.
Or find out more about how Jellyfish approach display advertising as part of joined-up digital journeys here.