Nespresso Global – Calendar Moments2016/2017
Every quarter we develop a brand building toolkit for Nespresso Global. This is part of a brand strategy based on the belief of Byron Sharp that to keep a brand top of mind you need to reach the target audience repeatedly with small nudges that remind the audience what the brand is all about. Social media lends itself perfectly to this strategy, unlike traditional media that confines brand building to peak campaigns.
To make our social media executions work harder we link them to calendar moments as after all, the newsfeed isn’t just a feed. It’s a NEWSfeed.
Here is a execution that leveraged a Facebook targeting option. We targeted Nespresso customers coming back from their holiday.
Our Halloween execution highlighted the oxygen-free qualities of our Nespresso capsule, optimised to keep all the aromas in.