Anny Serafina Love - Nespresso Advertising Campaign

The Week 4 Assignment: Advertising Campaign required students to create a PowerPoint or Keynote presentation outlining an advertising plan for a brand. The assignment focused on defining key advertising elements, including goal setting, platform selection, audience targeting, ad design, budget allocation, and estimated results. Students were expected to use their own images or videos from the previous week's discussion to develop a sample ad with a headline, description, and call to action, along with a preview screenshot from the chosen platform. Additionally, the assignment required a timeline and budget breakdown, as well as estimated performance metrics. Anny Love’s submission for Nespresso’s campaign received positive feedback, particularly for audience targeting, sample ad design, and budget realism, though feedback suggested extending the campaign duration for better ad visibility.

1. BY ANNY SERAFINA LOVE Advertising Plan

2. #SipAndShare: T his hashtag encourages Nespresso customers to enjoy coffee moments with friends, emphasizing the joy of sharing Nespresso coffee together. It promotes the social aspect of coffee consumption and strengthens the connection between Nespresso and its customers through shared experiences. #InternationalDayOfFriendship: This hashtag refers to the official International Day of Friendship, celebrated on July 30th each year. Nespresso aligns its promotion with this day to foster connections and celebrate friendships through the enjoyment of coffee. It underscores Nespresso's commitment to meaningful social interactions and highlights its brand values of quality, companionship, and shared moments. The specific goal of this video advertisement is to promote Nespresso's celebration of International Day of Friendship, encouraging coffee moments shared with friends using #SipAndShare and #InternationalDayOfFriendship. These hashtags aim to enhance Nespresso's brand affinity and engagement around the theme of friendship. Goals Video Advertisement

3. Platform Instagram: I nstagram is a highly visual platform that emphasizes images and videos. Nespresso can showcase beautiful and engaging visuals of coffee moments shared among friends, which align perfectly with the theme of friendship and social interaction. Nespresso can encourage followers to share their own Nespresso coffee moments using branded hashtags like #SipAndShare and #InternationalDayOfFriendship. Reposting User-Generated Content (UGC) can foster a sense of community and authenticity. Facebook: Facebook's targeting options also enable Nespresso to reach specific demographics who are likely to be interested in coffee culture and social gatherings. Nespresso can also encourage engagement to increase visibility. Choosing Instagram and Facebook would be ideal for promoting Nespresso's celebration of International Day of Friendship with the hashtags #SipAndShare and #InternationalDayOfFriendship. Screenshot from Video

4. Audience Demographic: Nespresso’s marketing strategy encompasses a sophisticated approach to engage its target audience across both Facebook and Instagram platforms. Their demographic focus spans urban professionals and affluent individuals aged 25-54, with an equal gender split, who value luxury, convenience, and quality in their lifestyle choices, particularly in coffee consumption. Geographic: Nespresso prioritizes major markets including the United States (New York City, Los Angeles, San Francisco), France (Paris, Nice, Lyon), the United Kingdom (London, Manchester, Bristol), Italy (Milan, Rome, Florence), and Canada (Toronto, Vancouver, Montreal). This strategic focus allows Nespresso to tailor its messaging and promotions to resonate effectively with local preferences and behaviors. Psychographic: Nespresso's audience appreciates exclusivity and personalized service, seeking prestigious coffee experiences that enhance social interactions. They prioritize high-quality products and luxury brands that align with their values and lifestyle choices. Leveraging Facebook's advanced targeting tools enables Nespresso to refine its campaigns based on demographics, interests, behaviors, and geographic locations. This approach ensures that Nespresso's marketing efforts are precisely tailored to resonate with audiences on both Facebook and Instagram, optimizing ad spend and fostering meaningful connections across digital platforms. Audience Details on Ad Order

5. Sample Advertisement Facebook Ad Preview Instagram Ad Preview

6. Timeline and Budget Our campaign for International Day of Friendship will span 4 days, strategically starting 3 days before the holiday to maximize engagement during the lead-up and throughout the celebration. This timing aims to effectively capture our audience's attention on both Facebook and Instagram. The total budget allocated for this campaign is $2000, equivalent to $500 per day. This budget is dedicated solely to running the ad on Facebook and Instagram. It covers expenses such as ad placements, ensuring our message reaches our target demographics interested in coffee culture and social gatherings. By optimizing our budget for ad placements on these platforms, we aim to enhance brand affinity and engagement around the theme of friendship and coffee enjoyment. This focused approach allows us to monitor engagement metrics closely and adjust our strategy as needed to maximize the impact of our campaign during this special holiday period. Explanation of the campaign's timeline, budget allocation, and strategic reasoning behind these decisions. Budget Per Day on Ad Order

7. Estimated Results Effective Targeting and Reach: The estimated reach of 80.4K to 232.5K accounts on Facebook and Instagram per day indicates that the campaign effectively targets and engages a broad audience interested in coffee and social interactions. This wide reach enhances brand visibility and potentially attracts new customers who resonate with Nespresso's brand values and products. Engagement and Conversion Potential: Anticipated link clicks ranging from 1.7K to 4.8K daily suggest a strong potential for audience engagement and conversion. These interactions, such as visits to Nespresso's website or social media profiles, indicate active interest and could lead to increased sales or brand interactions during and after the campaign. Optimized Budget Allocation: With a total budget of $2000 spread over 4 days, the campaign demonstrates an efficient use of resources to achieve significant reach and engagement metrics. This strategic budget allocation ensures that Nespresso maximizes its impact within a specified timeframe, enhancing campaign effectiveness and ROI. Brand Affinity and Awareness: The campaign's focus on International Day of Friendship aligns Nespresso with themes of camaraderie and shared moments, reinforcing brand affinity among consumers. By associating Nespresso with positive social experiences, the ad aims to deepen customer loyalty and foster a community around the brand. These insights highlight the potential of the ad campaign to not only enhance brand visibility and engagement but also to strengthen Nespresso's position in the market by effectively leveraging Facebook and Instagram platforms and strategic budget management. Estimated Results on Ad Order