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.
So we were briefed to create a “Coffee Club” for Nescafé ; a service that people can sign up to through the Nescafé website.
As most things do, it started with the name – ‘Perks by NESCAFE’.
‘Perks’ offered its members the chance to gain perks not offered to your average coffee drinker.
How it worked is dead simple – simply sign up to ‘Perks’ and every month we’d share offers and rewards for people’s loyalty; gig tickets for the O2 for example, brand new products, entry to competitions, as well as free samples and money-off vouchers.
On top of that (yes there’s even more!), we created offers and incentives including money off Nescafé products.
These Perks were delivered in a ‘monthly newsletter style’ email which was heavily personalised to each customer based on their data.
Perks by Nescafé launched in July 2020 and has consistently smashed its targets ever since.
By December 2020 the database registrations had increased by over 46%.
And by the end of 2021, database registrations had increased by over 156% from initial levels. The numbers really don’t lie.
The launch recruitment campaign, which saw consumers create a Nescafé account as a result of this activity, achieved a massive amount of registrations – 93% above target in fact.