Case study
Partner Award winner OpenMind helps reach 13.1M unique users for Nescafé Dolce Gusto
To reinforce their premium positioning amid growing competition, Nescafé Dolce Gusto partnered with OpenMind to activate a full-funnel Amazon Ads strategy, reaching 13.1M unique users and driving both awareness and sales growth.
key insights
13.1M
Unique users reached with Amazon streaming TV and Amazon DSP
79%
Increase in Nescafé pods detail page visits in Q4
18%
Prime Video placements exceeded the Lumen attention benchmark by 18%
The Amazon Ads Partner Awards celebrate ingenuity and innovation in digital advertising. The Full Funnel Advertising Award (EMEA) category recognizes partners who demonstrate how their full-funnel strategy connects every customer journey stage—from awareness to purchase to loyalty—to deliver outstanding client success. OpenMind is the winner in this award for their full-funnel campaign for Nescafé Dolce Gusto which helped them grow revenue 164% and become a category leader.
Goals
In 2024, Nescafé Dolce Gusto faced increasing pressure as new coffee pod brands entered the landscape and shoppers became more price sensitive. The brand partnered with Amazon Ads advanced partner OpenMind, a leading media agency, to address these challenges and strengthen their position.
The brand needed to differentiate itself in an increasingly crowded and price-driven category. Their primary objective was to reach new relevant audiences at scale while reinforcing Nescafé Dolce Gusto's “coffee shop at home” credentials. The campaign aimed to connect meaningfully with quality-seeking coffee enthusiasts, demonstrating that their products could deliver premium, versatile experiences without the coffee shop price tag.
Approach
Instead of using siloed approaches, OpenMind created an integrated shopping journey that addressed audience needs at every touchpoint and leveraged Amazon's full suite of advertising solutions. At the awareness stage, they deployed emotionally engaging brand videos across Prime Video to establish initial connections with relevant audiences.
The campaign utilized Amazon DSP audience engagement to ensure contextually relevant placements, helping increase impact across the shopping journey. They implemented custom Responsive eCommerce creative (RECs) with automated optimization to enhance engagement and performance rates. A key innovation was the early adoption of Amazon Marketing Cloud (AMC) custom audience creation. This comprehensive approach helped differentiate Nescafé Dolce Gusto in a price-driven category by focusing on the premium experience and value proposition of creating a coffee shop experience at home. The strategy emphasized quality and versatility while acknowledging budget consciousness, striking a balance between premium positioning and value messaging.
Miriam Bakkali, Senior Brand Manager, Nescafé Dolce GustoThe integration across Amazon’s ad solutions brought our brand to life in a way that was shopper first.
Results
The campaign's reach was substantial, with 13.1 million unique users through streaming TV ads and Amazon DSP initiatives.1 Coffee pods detail page visits saw strong growth in Q4, increasing by 79%.2 Prime Video placements exceeded the Lumen attention benchmark3 by 18%, demonstrating that the choice of high-attention, low-clutter environments was successful.
The strategy successfully differentiated the brand in an increasingly competitive and price-sensitive market. By focusing on the premium coffee experience while maintaining accessibility, Nescafé Dolce Gusto strengthened its position as a leader in the at-home coffee category. The campaign's effectiveness in driving both awareness and conversion earned OpenMind recognition as the winner in the Amazon Full Funnel Advertising (EMEA) Partner Awards category.
The results demonstrate the power of an integrated, full-funnel approach that balanced brand building with performance marketing. By leveraging Amazon's comprehensive advertising solutions and focusing on quality experiences over price competition, the campaign helped Nescafé Dolce Gusto maintain its premium positioning while driving significant growth in a challenging market environment.
Sources
1-2 Nescafe Dolce Gusto, UK, 2024.
3 Lumen Attention Benchmarks are based on large, global eye-tracking datasets that measure actual human attention to ads, rather than just viewability.