Nespress yourself; authentic brand moments

I was doing my usual email-cull on Monday evening, when a particular email caught my eye.

Nespresso LogoIt was from Nespresso.

Now being a true Melbournian, I am pretty obsessed with coffee. The highlight of my year would have to be my birthday present:

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Safe to say, the email grabbed my attention:

Nespresso Email 1aa

I love the idea of the Nespresso moments campaign.

It brings back a sense of authenticity – these are real Australian people, sharing real Nespresso moments.

In a world where consumers are highly switched on and distrustful of advertising, this is one way to re-establish credibility.

It is the kind of campaign that gets people involved. The concept isn’t hard, and if you’re truly a brand fan, then it’s as simple as snapping a photo in the morning (or evening – depending on when you like to caffeinate).

It is also a great way to personalise a brand, by featuring those that are actually part of the ‘Nespresso Club’ as in their advertising (not that I have anything against George Clooney).

The fact that people are happy to have themselves paired with Nespresso shows that they have a strong tie to the brand, and take pride in the association. Nurturing these consumers can help to generate more brand advocates, which in turn creates more positive word-of-mouth.

More brands should try to capture these authentic moments with their loyal consumers, after all they’re the best brand advocates there are. Authenticity underpins trust and credibility, and is critical to brand health.

 

This was my own Nespresso moment, captured as I was chipping away at an assignment.

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Let me know in the comments –

  • Would you prefer to see more ‘real’ consumers in brand advertising?
  • Are there any brands that you would want to be paired with?
  • Do you think that this kind of advertising is more credible than those with actors?

Until next time,

N. Apple_bitten.svga

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23 responses to “Nespress yourself; authentic brand moments

  1. One of the recommended readings for this unit is Contagious and it talks about how much people LOVE to talk about themselves. I think it’s genius when brands like Nespresso offer a platform for people to not only talk about themselves, but about something they love, and in return get some really solid WOM. It’s a great concept for filtering out the real deal brand ambassadors for further marketing campaigns.
    I’m a little indifferent to real life consumers promoting the brands I love. If they look like someone I relate to, then it’s very successful, but I think it can run the risk of exposing the brand culture as being something that I had misinterpreted and now don’t want to associate with, where as actors can be controlled by the brand (to a certain degree). And no offence, but you VS George Clooney?? Hmmm, LOL. Great post!

    • Lol, not what I meant at all! Wouldn’t go up against George. I was merely talking to taking off the mask of what the brand projects versus the personality it reflects through it’s consumers. I completely agree, it does take away a brand’s ability to steer the narrative. Definitely wouldn’t recommend this strategy for an unhealthy brand. You’re right – this is the kind of thing that people love to share 🙂 would you respond to a campaign like this? Does it appeal to you? Thanks for reading 🙂

  2. what you said in your post is very true. featuring the actual customers might be the best way to enhance nespresso’s authenticity and the sense of belonging. anyway, did you signed up when you received that nespresso machine? how did they get your email address?

    • When I bought my first batch of capsules they signed me up to the club and that’s how I got onto their mailing list. They also give you a proper ‘club card’ that looks very chic. The whole Nespresso experience is incredibly well integrated, the stores are beautifully presented, the staff are fantastic and they give you free coffee in the store 🙂 They’ve got their branding down pat, which is a really strong foundation for a campaign like this. Thanks for reading 🙂

  3. I like how you personally nespressed yourself at the end!
    Whenever I see real consumers in advertisements I feel as if they are actors ! The biggest example being the dating websites, their advertisements always have consumers who have found love on their site. Although there is a great chance that this is most definitely accurate, I have my suspicions. So in answer to your question I think I get more authenticity out of respected celebrities that I hope like the product and did not sell out for the cash !n

    • Why thank you 🙂 I thought it was quite fitting. That’s a really good point, those ads always seem so scripted and fake! I suppose it is a bigger thing as well for a celebrity to put their name to something, because their brand is far more influential. Good insight 🙂

  4. Great post Nat! I think it is really good move for Nespresso’s Australian based advertising. As desirable as George Clooney is (completely agree with you) I think that this campaign will create a better relationship between the brand and its Australian consumers; further cementing in consumers head to buy their product!

    • Exactly 🙂 it’s these kind of things that really make people feel like part of the club – they’re co-creating the advertising. Doesn’t get much cooler than that for a brand fan. Now if Nespresso could just get Clooney to Australia to meet the Nespresso Moments people, that would be the icing on the cake 🙂

  5. i think allowing others to post brings out the social advocates who firmly believe about the brand. it help builds the relationship between brand/ consumer and like you said does provide that authenticity.

    with the credibility of peer-reviews with social sharing sites, i can see brands leveraging their customer base more to promote for them.

    • I agree 🙂 it’s a great way to give a voice to the people who love your brand. It’ll be interesting to see the different ways that brands come up with to get their consumers more involved in promotional activities

  6. It’s always a great campaign when real people are involved! I’m pretty desensitized to celebrity endorsements since I’m not a huge movies/music junkie, so using your own customers to share their experiences about the product definitely provides more value!

    It is also good to note that the “want” from the campaign was simply a picture. Sometimes companies try to ask for too much from their community and nobody ends up participating in the contest (e.g. 2-minute movie clip that requires more effort).

    On an unrelated note, I just noticed your Facebook page… SO COOL! Love how you are combining different social media platforms to share your blog!

    • Definitely, the less effort people have to go through to participate, the more likely they will! Then again, more effort can also help weed out a few trolls 🙂 I agree – love seeing the actual consumers being part of the brand at more than just an end-user level and getting involved with the promotional side.

      Oh thanks 🙂 I thought I would set it up more as an experiment – look at my ‘organic’ growth with no advertising. So far I’m still small, but I believe in the power of content to drive organic growth 🙂 is a Facebook page something you would consider setting up for your blog?

  7. Hey Nat! I also got a Nespressso ‘U’ machine for my birthday and we fell in love and the rest is history.
    I think this campaign is clever from Nespresso’s perspective as it is trying to talk to Australians. Obviously as an international coffee machine brand, breaking into a market that has its own very good, strong, personal coffee culture (particularly so in Melbourne) it is a good chance for the brand to get personal with us. It may not be a cute little indie coffee shop that knows our regular coffee order by heart but i feel they are trying to get onto our level by interacting with us and people we know (the world is very small).

    I’m upset though! I thought I got set up as a member properly but i have not received a card or email since my birthday in May! Thanks for giving me something to investigate! Haha.

    • Isn’t it just the most beautiful romance 🙂 really good point, they can’t pretend to be a small little brand and it can be hard for a big brand to give you that personalised feel.

      Oh no! Definitely follow that one up – might be better even to go into the store and talk to them about it 🙂 while you’re there try the new chocolate or caramel coffees – they’re delish!

  8. Hey Nat! Wishes one day that I will own a Nespresso machine myself! Love coffee especially coffee art 🙂 Definitely, I think there will be more credential if ‘real’ customers were to be engage in the advertisement but more to a ‘try-on-the-spot’ sampling, which would show it is more true that customers love it instead of those advertisement with ‘real’ customer in a more dramatic and visual-effect ads. Those doesn’t seems real to me. I think actors have their own effect especially when it comes to people who adore the actors and like to ‘feel’ to be like them especially in Nike commercial, where athlete such as Christiano Ronaldo wearing a Nike soccer boots and showing off his skills. Even though we know we won’t have the skill like him but has the effect to make us feel like him and we know that even Christiano Ronaldo is endorsing it, which give us the urge to purchase.

    • Fair point, the aspirational quality of celebrities shouldn’t be overlooked when using them for endorsements. I’ve actually noticed some brands using those types of ads that you’re talking about – one of the most recent I saw was a hair oil that Garnier were releasing. They got people to trial it on the street and captured their first impressions right then and there. If you wanted to try out the Nespresso coffee you can sample it at the Chaddy store and see for yourself if it is truly that good 🙂

  9. This is similar to my post on Vanish. I think it’s really important for more brands to use REAL people using the brand. Rather than traditional advertising. It gets them engaged, and creates a bond with the brand that you’re sure to remember, as opposed to a print advertising say.

    • Yes the Tip Exchange is a clever campaign because it’s those ‘mum tricks’ (as I call them) that can really make a difference. The different ways that the two brands engage with their consumers fits well with their respective positioning. What about Dove? They use ‘real’ women – but in a more traditional advertising sense. Do you think that has the same level of appeal?

  10. I think that, because we’re marketing students, we’ll always have a level of skepticism on what is a genuine ‘real consumer’, and not just a very good actress, or a real consumer that is incentivised to promote something (e.g. the Witchery video from the lecture the other week). But maybe that’s just me!

    • Fair point, it’s hard to disconnect when we’ve been trained to see the strategy behind the ad. Though personally I wouldn’t endorse anything I didn’t believe in, it can be hard to tell what’s actually genuine and what’s not

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