Goals

When The Weeknd named his coffee line SAMRA Origins, he did so to honor his Ethiopian roots and his mother, Samra, who were both central inspirations in his music. For Nespresso, that made for a powerful story to tell, and a way to reach new audiences on Amazon through a collaboration that resonated beyond the coffee aisle.

Nespresso wanted to introduce SAMRA Origins to younger audiences through The Weeknd's fanbase, turn a personal heritage story into a culturally resonant brand moment, and acquire audiences who had never purchased coffee on Amazon. They needed a creative concept that earned attention on its own merits, paired with a media strategy that could prove cultural storytelling drives measurable results.

Working with Amazon Ads Brand Innovation Lab, OpenMind, and Croud, Nespresso designed "Pressed with Purpose"—a campaign built to generate awareness, earn cultural credibility, and convert new audiences across the full funnel.

Approach

At the center of the campaign was a first-of-its-kind product: the Nespresso SAMRA Origins Coffee-Pressed Vinyl—a limited-edition record infused with real Nespresso coffee grounds, featuring an unreleased version of The Weeknd's "Give Me Mercy" from his album Hurry Up Tomorrow. The collectible embodied the collaboration's connection between taste and sound, and anchored an Amazon-exclusive sweepstakes where fans could enter for a chance to win one of 200 copies by purchasing a SAMRA Origins product.

The campaign led with storytelling across streaming TV, Thursday Night Football, and Prime Video formats designed to introduce the collaboration before asking anyone to shop. Interactive video ads during Thursday Night Football introduced the collaboration to millions of viewers. Streaming TV and Prime Video placements reinforced the brand story. Mid-funnel, The Weeknd curated an exclusive Amazon Music playlist—The Weeknd's Favorite Tracks—spotlighting Sudanese and Ethiopian sounds, while interactive audio ads immersed listeners in the playlist and built anticipation for the giveaway. A custom Brand Store landing page showcased Pressed with Purpose—a behind-the-scenes film on the vinyl's creation—with one-click add-to-cart functionality. Lower-funnel display, remarketing, and Sponsored Brands captured audiences ready to convert.

“We worked with Amazon and Nespresso to connect cultural storytelling to measurable commerce outcomes, and the results speak for themselves,” said Susan Noble, Head of OpenMind, a WPP Media Brand. “It’s proof that when brands invest in upper-funnel creativity, the impact carries through every stage of the consumer journey.”

The campaign also extended to an in-person experience. Nespresso transformed their SoHo boutique in New York City into a vinyl café, generating earned media coverage across 12 industry publications.

Results

The results told a clear story. "Nespresso machine" queries surged 180% month-over-month—the highest growth rate in the coffee machine category. Here's what really stood out: 42% of Nespresso shoppers during the campaign were entirely new to the brand.¹

"The Weeknd's connection to his Ethiopian heritage gave us an authentic story to tell,” said Ricardo Ibarra Martinez, Director of Brand Communications, Nespresso USA. “Amazon Ads helped us bring that story to audiences across every touchpoint—from Thursday Night Football to a curated playlist—and the results exceeded our expectations at every level of the funnel."

The campaign's layered approach made the difference. Audiences who encountered it across four formats converted at 8.7 times the rate of single-ad exposures. Nearly half of all sales came after the standard 14-day attribution window, a sign that the storytelling built consideration that lasted well beyond the first impression.²

Turns out, when you press real culture into a campaign, the results don't fade after the first listen.

Sources

^1-2 Advertiser-provided data, 2026.