Measuring campaign impact and optimising future activation strategy for Nescafé Original
The Need
The shopper marketing team at Nescafé Original, the leading coffee brand in the UK needed an in-depth understanding of the performance of their promotional campaign, which ran nationwide in-store and online with Asda.
Our Approach
Opinium provided a two phased research approach amongst Asda instant coffee drinkers. By conducting an ‘In the Moment’ consumer engagement study, we evaluated the whole campaign by understanding the role and effectiveness of individual paid, owned and earned touchpoints.
For the second element, we undertook a national online shopper exit survey, taken within 24 hours of the shopper trip, highlighting the impact of in-store campaign exposure on purchase behaviour.
The Outcome
Both phases of the research were combined to showcase the elements of the campaign both inside and outside the store environment that generated most experiences and explore levels of engagement. From this we were able to offer guidance in future strategy focusing on channel and touchpoint optimisation to improve exposure and conversion to purchase.
