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Hitwise Intelligence - Robin Goad - UK
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Nescafe reward scheme and advertising campaign
September 24, 2009
One industry that has struggled to take full advantage of the possibilities offered by the Internet is Fast Moving Consumer Goods (FMCG). This is partly because it generally doesn’t sell goods directly to consumers, but also a consequence of their reliance on traditional advertising media - particularly TV - to promote their products. The focus on traditional media isn’t a result of some sort of luddite prejudice, however. Most FMCG products are mass-market, and it’s hard to match the impact of a national TV or print campaign online - particularly when economies of scale mean that by buying so much capacity you get a very competitive price.
That said, FMCG companies do utilize online marketing, and often to great effect – think of the viral success of the Cadbury’s Gorilla ads a couple of years ago. Another company that has recently experienced a spike in traffic is Nescafe. The Nestle owned coffer brand has recently launched a series of TV ads based around its new "Coffee At Its Brightest" strapline. As you can see from the chart below, traffic to the company’s British homepage experienced a noticeable spike a couple of weeks ago. For the week ending 12/09/09, Nescafe’s site ranked fourth within the UK Food and Beverage – Brand and Manufacturers category, up from 27th the previous week.
Looking at the Nescafe’s UK clickstream for the week ending 12/09/09, it seems as if the company was doing some advertising with Microsoft’s network of websites: 63% of visits came from MSN UK, while in total three quarters of the site’s traffic came from various Microsoft properties. The vast majority of these visitors were new to the Nescafe homepage, implying that the campaign succeeded in brining
Another way to measure the success of an advertising campaign, particularly an offline one, is to look at the uplift in brand search. As the chart below illustrates, searches for the Nescafe brand have indeed increased since the campaign launched.
However, looking at the list of top search terms sending traffic to the Nescafe homepage, I was interested to note that ‘nescafe’ isn’t actually the top search term sending traffic to the site. As the chart above illustrates, the term ‘nescafe pick me ups’ is actually more popular. This is a loyalty / rewards scheme offered by the company, and other popular related terms include ‘nescafe beans’ (which are collected to generate rewards) and ‘nescafe rewards’. Clearly the combination of a new advertising campaign and popular reward scheme has both contributed to Nescafe’s recent online success.
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Posted by Robin Goad at 11:00 AM
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In Categories Branding | Food | Search
