Success Story
Nespresso
Appier helped Nespresso Achieve a 97% Engagement Rate and Drive Follower Growth through MGM and O2O Campaigns
Nespresso teamed up with BotBonnie to achieve a 97% engagement rate and drive follower growth via MGM and O2O campaigns. The collaboration also expanded to LINE, enhancing user experiences with a proactive nationwide locator for a seamless O2O experience.
About Nespresso
Nespresso was established in 1986, pioneering the portioned coffee system renowned for its coffee capsules and innovative coffee machines. Nespresso enables everyone to easily craft the perfect cup of coffee like a skilled barista. The coffee capsules are made in Switzerland and in collaboration with the Rainforest Alliance, they have developed the AAA Sustainable Quality Program and have been certified by B Corp, committing to the sustainable sourcing of high-quality coffee.
Nespresso places great emphasis on quality, convenience, and sustainability, insisting on using high-quality coffee beans and adopting environmentally friendly operational measures. Therefore, it has become the brand of choice for many coffee enthusiasts. Nespresso employs over 10,000 staff members and, through various collaborations, has established a presence in 93 countries/regions, extending its influence worldwide.
- Industry: Beverage
- Company Size: More than 10,000 employees worldwide
- Location: 93 countries
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Goal:
(1) Seamlessly connect online and offline users, facilitating O2O interaction and traffic diversion on LINE
(2) Implementing MGM campaign to foster social diffusion and drive user acquisition for sustained growth.
Products Used:
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BotBonnie｜Conversational Marketing Platform
Nespresso, a brand of coffee machines and coffee-related products, partnered with Appier to leverage BotBonnie features. Nespresso created a seamless OMO interaction that integrated both online and offline consumer experiences via BotBonnie, resulting in outstanding engagement rate, with 97% of participants completing the campaign. Moreover, by combining BotBonnie’s marketing kits with MGM program, the partnership successfully drove a notable follower growth in user acquisition.
Nespresso also collaborated with BotBonnie to enhance its services on the LINE community. Offering a nationwide store locator service, the collaboration transformed the passive presentation of county and city store information. Users are now prompted to proactively share their location, allowing BotBonnie to automatically retrieve the ten nearest stores. This innovation expands the scalability of community services.
Harness MGM and O2O campaigns for a remarkable 97% Engagement Rate and Drive Follower Growth with gamification features
In the collaboration with BotBonnie, Nespresso utilized gamification and MGM campaigns to boost engagement and follower bases. During the Lunar New Year, Nespresso Taiwan implemented an MGM campaign, encouraging users to invite friends for a lottery, creating social diffusion and achieving O2O interactive flow. Recently, Nespresso also introduced a personality game combined with MGM, enhancing its connection with its followers and significantly growing engagement rates. In addition, to welcome the Year of the Dragon, Nespresso also prepared a variety of coffee and peripheral products to delight consumers this year with gamification features.
- Lunar New Year Event
During the Lunar New Year period, Nespresso launched a roulette lucky draw activity on LINE, where users could participate by clicking on the roulette game through the LINE menu. Users could also gain more drawing opportunities by sharing the activity with friends through MGM. This strategy encouraged more users to share casually, helping Nespresso achieve its user acquisition goals and achieving impressive growth in friend counts during the Lunar New Year. By distributing physical prizes through the roulette game to establish O2O interaction, Nespresso successfully attracted online users to visit brand physical stores, driving foot traffic growth during the festive season, with an interaction rate as high as 97%.
Additionally, Nespresso launched a Lunar New Year scratch card activity, offering various coffee and peripheral products as rich prizes. Users could gain additional drawing chances by sharing the activity with LINE friends, allowing brand friends to enjoy the festive atmosphere together. This activity successfully drove user growth and interaction rate, achieving a maximum consumption redemption rate of 50% for the highest prize.
- Personality Game
Nespresso seamlessly integrated a personality game with an MGM campaign. Users who completed the assessment and shared their results gained opportunities to win exquisite gifts through scratch cards. Successfully inviting friends to join further unlocked additional chances. This campaign not only achieved widespread popularity but stimulated followers to switch from online to offline, effectively directing traffic and driving purchases.
Revolutionize Shoppers Experience with Nespresso’s Store Near Me Service on LINE community
Nespresso partnered with BotBonnie to break the passive display of store information. With BotBonnie, Users can now actively access Nespresso's nationwide store information on LINE Community. By prompting users to share their current location, BotBonnie automatically retrieves the ten nearest stores, offering Google Map navigation and phone dialing services to enhance community functionality. Initiating the process is simple – users select "Search the Stores in Taiwan from the LINE Rich Menu to start the journey.
This personalized store inquiry service on LINE effectively redirected online users to offline visits. After the campaign was launched, 39% of LINE members leveraged the Locator Service to find the nearest Nespresso stores, enhancing their O2O shopping experience.
