Nespresso's take on brand activation in the China market
Drive consideration through leveraging local media landscape
Since its entry into the China market in 2007, Nespresso has continuously facilitated interactions with its consumers bringing the Nespresso experience to coffee enthusiasts. To up its game, Nespresso formed a team with us to create a branding minisite that echoed the story of the brand endorser Mark Chao, a popular actor in the market, to build brand awareness. Understanding the diverse online landscape in China, we sorted out a digital website solution that could provide an uncompromised browsing experience on desktop, mobile, and even WeChat browsers.
SERVICES
KEY FOCUS
INDUSTRY
LEAD TIME
5 months
YEAR
2020
Attracting young Chinese consumers through the celebrity influencer's story
Celebrity brand ambassadors are an extremely powerful marketing tool to engage social-savvy consumers in the China market. By tying the influencer's story more closely to the brand, fans of the influencers could resonate more with the brand. That was why stories and Nespresso's TVC with the highly praised actor Mark Chao was featured and spotlighted in the branding minisite to establish brand recognition.
Creating a smooth WeChat browsing experience
With WeChat being the most used app for netizens of China, a web experience built around WeChat's in-app browser is basically a must to keep consumers in the loop and focused on the Nespresso journey as consumers interacted with Nespresso first through text messages or articles and later through the branding minisite within the WeChat app.
A deep integration of social commerce offering consumers an all-inclusive ecosystem is something marketers outside the China region should look out for.
Credits
Dorothy Li / Project Manager
Wingyee Mok / Art Director
Bill Yu / Developer
Results
- Increased sales in coffee machines and capsules
- Successfully establish brand recognition with consumers in the region
