Nescafé wanted to increase their 1st party data, in order to gain a better understanding of their consumers and to be able to target them with the right message at the right time.
In order to do this, we were briefed to create a “Coffee Club” for Nescafé ; a service that consumers can sign up to through the Nescafé website.
Our savvy consumers live mindfully on a budget and feel increasingly fond of Nescafé for frequently giving them lots of little extras.
We carried out in depth desk research to identify the best in class examples and frameworks in loyalty programs, looking at firstly competitors in coffee – such as Costa, Starbucks, but also beyond including programmes such as SKY VIP and O2 Rewards.
This provided valuable insights and guides on language, structures, offers, and communications.
Secondly, the rewards themselves were built around ‘Three Human Truths’ research carried out by Google for Nescafé – this study revealed opportunities for Nescafé to meaningfully connect with coffee lovers.
We created a campaign identity – ‘Perks by NESCAFE’
Perks offers members to experience the many perks of being a Nescafé drinker!
The narrative to the consumer was a simple one – simply sign up and every month we’ll be sharing offers and perks that you deserve; like gig tickets for the O2, exciting competitions and new products, plus free samples and money-off vouchers.
We’ll make sure you get the works from perks!
Each month, we create offers and incentives including money off Nescafé products (using Shopmium), exclusive products news, access to exclusive offers and prize draws.
These Perks are delivered by a monthly newsletter style email which is heavily personalised and versioned according to the data we hold on each member.
Perks by Nescafé launched in July 2020 and has consistently outperformed its targets since launch.
By December 2020 the database registrations had increased by over 46%.
By the end of 2021, database registrations had increased by over 156% from initial levels.
Also, the launch recruitment campaign which saw consumers create a Nescafé account as a result of this activity, achieved registrations 93% above target.