Nespresso Holiday Livestream
The holidays are huge for Nespresso – as both, a major sales opportunity and a time to reassert their role to consumers as a social connector via gifting and hosting guests at home. We were asked to create a holiday campaign with the connective hub or Livestream events that would welcome new customers and inspire existing members to further warm their festivities with Nespresso.
This work took place while the COVID quarantine affected most Americans. In this category, one of the most effective sales drivers is actually in-store demonstration. Our mission was to combine the conversion power of face-to-face product demonstration with the reach and scale of Livestream.
Program concept: Inspired by trends of self-care as a tool towards general wellness, I positioned the ritual of the coffee break as one transformed by Nespresso into a moment of “me time” that is especially vital to navigating the holidays with ease and grace.
We designed a microsite, using our streaming vendor’s technology, to serve as the hub of all activity. Guests were able to chat in the comment section and our host would answer in real-time. The featured Nespresso machines were shoppable on the site, allowing guests to compare specs and “buy it now” at Target.com.
We activated 14 days of Livestream events during the peak holiday shopping season with sales linking to Target.com.
