The Nespresso story began in 1986 with a simple idea: to use coffee capsules and innovative high-pressure coffee machines to enable anyone to make a perfect cup of real coffee.
increase in sales volume, compared to usual campaigns
lower cost per purchase, compared to usual campaigns
higher return on ad spend, compared to usual campaigns
Nespresso in Turkey wanted to increase sales of its coffee machines and related products during the busy Black Friday period.
Testing Advantage+ shopping campaigns
Nespresso was already using Advantage+ catalog ads to reach out to people on Instagram, and decided to test whether the automation offered by Meta’s new Advantage+ shopping campaigns might further improve results during the Black Friday period, Turkey’s busiest time for shopping.
Advantage+ shopping campaigns use automation to enable ecommerce advertisers to potentially achieve better performance, greater personalization and more efficiency. They work to achieve the highest performance from online sales campaigns by optimizing multiple campaign options—including ad creative, targeting, placements and budget—to find the best opportunities to drive conversions.
The ads aimed to establish an emotional bond with people by casting the Nespresso machine as a great gift, to be presented to someone they love on “Gifting Friday.” The “Gifting Friday” campaign was part of a wider digital strategy to increase awareness and sales through the Nespresso Turkey website and mobile app.
Nespresso tested the effectiveness of the Advantage+ shopping campaigns with an A/B test during the Black Friday campaign. Between November 2–December 6, 2022, the campaign achieved:
- 18% increase in sales volume, compared to usual campaigns
- 15% lower cost per purchase, compared to usual campaigns
- 1.9X higher return on ad spend, compared to usual campaigns