Nespresso Father's Day - Sociofabrica

Nespresso

Father’s Day

Overview

Nespresso selected SocioFabrica to create a national, integrated campaign geared toward driving sales of their coffee and espresso machines on Father’s Day. While Mother’s Day is often a recognized holiday, Father’s Day tends to be an afterthought. We wanted to shake that up and energize customers into remembering their dads this holiday.

Strategy

Our strategy was straightforward—we wanted to capture all the emotions that come from celebrating family and fathers, and to demonstrate how Nespresso gives consumers a daily treat. Each cup of Nespresso throughout the year would provide the recipient a reminder of how much he is loved.

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Set building and prop styling: Ariana Salvato, Photography: Sylvere Azoulai

Solution

To evoke the snug feeling of home, we recreated a cozy library (or man cave) where fathers can wind down and savor the finer things in life. We carefully mapped the various campaign touchpoints, ranging from social ads that create awareness to ecommerce site creative that converts into sales. Then we developed campaign messaging and creative accordingly. We built a detailed and intimate set, styling various photoshoots to show how the campaign came to life across its various touchpoints. We developed simple yet bold creative assets to drive product awareness and generated more elaborate images aimed to push consumers all the way through the purchase process.

Results

The national Father’s Day campaign we created for Nespresso outperformed previous years’ Father’s Day campaigns. Not only did it capture new customers, but it prompted existing customers to share Nespresso with their loved ones.