For the launch of their new machine Genio S Plus, NESCAFÉ® Dolce Gusto® turned to Snapchat to build awareness and drive sales. NESCAFÉ® Dolce Gusto® had been active throughout the year on Snapchat with snap ads and dynamic ads, driving sales of their coffee pods, but for the machine’s launch, they had to take it a step further. Because of the impact, COVID-19 had on the in-store experience where people would see the machines in person, NESCAFÉ® Dolce Gusto®’s team wanted to leverage the full power of AR to bring the in-store experience to the Snapchat audience in a personalized way.
Snapchat’s team suggested a camera + content strategy where Snapchatters discovered the new campaign “Your Coffee Shop at Home” in the camera through an AR lens and were encouraged to take action through Snap Ads in the content space.
The AR lens let consumers build their own “coffee corner” directly in their homes playing with the different coffee machines in AR. Once they had chosen their preferred machine they could get it delivered to their doorstep.
NESCAFÉ® Dolce Gusto® decided to make this lens permanently accessible from their webstores in KSA, KW & UAE believing this is the right tool to let consumers choose their perfect machine for their home coffee corner, without having to go into the store to view it in person.
The campaign delivered scale and impact. It reached 6.2M Snapchatters in KSA, UAE and Kuwait, of which 2M users were reached solely by the lens. It managed to move all measured brand metrics – brand awareness (+14pt), ad awareness (+16pt), brand favorability (+5pt) and action intent (+6pt). The AR “trial” experience resonated so strongly that it is now on the website for anyone looking to buy the machine.
“2020 brought lots of surprises and Snap selling power was one of them. During our first campaign of the year, we achieved more sales through Snap than FB & IG together. Therefore, we knew we had to put our ecosystem to work not just across platforms but within Snapchat. Executing Camera & Discover simultaneously with relevant content for the local audience helped us broaden our reach as well as positively impact our brand and ad awareness in all countries.”
Maria Dodero, Senior Brand Manager, NESCAFÉ® Dolce Gusto® MENA
1. Snap Inc. internal data November 7 – December 31, 2020
2. Snap Inc. brand lift survey of 965 Snapchat users November 7 – December 31, 2020. Control n= 471 exposed n=494