NESPRESSO TURKEY

Nespresso increased sales volume by 18% after adding Advantage+ shopping campaigns to its Black Friday ads on Instagram.

View @nespresso.tr
THE STORY
Coffee in a capsule

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.

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

We were delighted to test Advantage+ shopping campaigns. Despite intense competition during Black Friday, Advantage+ shopping campaigns helped us accelerate sales with potential shoppers who had interacted with our previous ads. Meta is a key partner in achieving our online sales.
MERVE DEMIROĞLU, DIGITAL COMMUNICATIONS SPECIALIST, NESPRESSO TÜRKIYE
THE GOAL
Increasing Black Friday sales

Nespresso in Turkey wanted to increase sales of its coffee machines and related products during the busy Black Friday period.

THE SOLUTION

Testing Advantage+ shopping campaigns

Nespresso was already using Advantage+ catalogue 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 personalisation and more efficiency. They work to achieve the highest performance from online sales campaigns by optimising 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
Advantage+ catalog ads were already achieving good results, but having an A/B test with Advantage+ shopping campaigns allowed us to compare sales performance between the two solutions. Advantage+ shopping campaigns enabled us to manage our budget more efficiently and reach our online sales targets, in cooperation with our media agency Wavemaker.
MÜGE ÇAKIR, BRAND COMMUNICATIONS MANAGER, NESPRESSO TURKEY
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