Maintaining Relevant Messaging Throughout the Product Adoption Cycle
The “Cold Brew Curious?” campaign was designed to build awareness of NESCAFÉ Cold Brew Coffee in a relatively new beverage category. A year after the campaign launched, awareness of cold brew coffee spiked, moving it from the inception to the adoption stage of the product lifecycle. We evolved the campaign to make it more relevant to potential customers and captured qualified leads to support the sales team's efforts.
Content Strategy
Evolved the campaign to “Cold Brew Curiosities” and created a recipe ebook that features surprising recipe ideas for foodservice operators using cold brew coffee as an ingredient
Channel & Messaging Strategy
Used paid search and segmented social ads with targeted messaging to persuade foodservice operators to download the recipe ebook in exchange for contact information
Lead Nurturing
Nurtured leads with an email series featuring additional recipes and a free sample offer
The Challenge
Evolve the “Cold Brew Curious?” messaging to be relevant with target buyers in the adoption stage of the product lifecycle
Capture 300 qualified leads that the Nestlé Professional sales team could contact
Focus on converting a target of 50 leads by building off the previous year’s campaign momentum
Strategic Process
Quantify Relevant Awareness
Uncovered that foodservice segments were highly curious about using cold brew coffee as a recipe ingredient in food and beverages
Map Points of Influence
Successfully identified Facebook and paid search as the optimal channels to drive audience interest in the recipe ebook
Prove Your Business Value
Delivered relevant messaging that inspired potential customers to download the recipe ebook in exchange for contact information
Align Tactics to Sales Funnel
Used email to nurture leads and drive them to the cold brew coffee product page for purchase information
Rapidly Execute, Test & Analyze
Continuous campaign monitoring enabled us to quickly manage media when free sample demand outpaced supply
Metrics exceeded industry averages across all segments in Facebook, proving the targeting, messaging and creative was relevant with audiences.