Nespresso

Objective

Nespresso, a world leader in portioned coffee, sought to make the launch of its highly anticipated limited-edition Nespresso x The Weeknd 'Samra Origins' collection its most impactful to date. Named in tribute to the global music icon's Ethiopian roots and his mother, Samra, the collaboration required a launch strategy that could maximize reach and engagement with their target audience at scale. The primary marketing goal was to significantly boost Ad Recall and Brand Awareness for this unique cultural moment.

Solution

In collaboration with their trusted agency partner, WPP Media, Nespresso successfully amplified the launch and tapped into the cultural relevance of the collaboration. They developed an innovative, multi-layered strategy focused on maximizing top funnel impact using TikTok's most premium ad formats.

They deployed a strategic combination of TopView, TikTok Pulse, and In-Feed Ads to deliver a strong, predictable mix of reach and frequency. The use of TopView provided guaranteed, full-screen visibility immediately upon opening the app, ensuring maximum impact for the brand's key announcement. The campaign then strategically layered TikTok Pulse across all relevant content categories, ensuring their ads appeared adjacent to the top 4% of brand-safe content, deeply embedding the 'Samra Origins' message within the platform’s most culturally relevant conversations.

The creative strategy was inherently TikTok-first. Nespresso balanced their high-production global campaign assets featuring The Weeknd with a series of authentic, localized videos. This was achieved by collaborating with local creators within their network, ensuring the content resonated natively with local communities while maintaining the global partnership's prestige.

Results

By deploying this sophisticated and integrated approach, Nespresso successfully amplified awareness, fostered deep audience connection, and drove excitement for the 'Samra Origins' collection.

The strategy delivered exceptional results across brand metrics. A Brand Lift Study Survey confirmed the campaign's success, recording a significant +13.3% lift in Awareness, successfully outperforming the benchmark for the category. Crucially, the campaign achieved a strong +12.2% uplift in Ad Recall, demonstrating the impact of combining premium ad formats and the guaranteed placement of TikTok Pulse to capture attention and ensure memorability.

The successful results underscore how integrating premium branding solutions (TopView and Pulse) with native, creator-led content provides the most dynamic and impactful way for major brands like Nespresso to launch tentpole collaborations and drive massive cultural moments on TikTok. It also proves the enduring value of incorporating creator assets into the media mix, even when the campaign features a global star like The Weeknd.