The esteemed Italian brand De'Longhi, known for its rich history in espresso, recently introduced a revolutionary product tailored exclusively for North American: De'Longhi TrueBrew, a premium drip coffee maker. This marked a significant departure from De’Longhi’s traditional espresso offerings and presented a unique challenge for the brand and its partners tasked with launching this innovative product.
Our primary objectives were to drive awareness and sales for the TrueBrew machine and increase overall brand recognition for De'Longhi in the competitive North American market. To achieve this, we executed a multi-channel campaign that effectively connected the creative elements with the broad coffee audience, ensuring maximum impact and ROI.
Through careful planning, strategic investment focus, and a comprehensive understanding of the category and consumer preferences, we successfully elevated the TrueBrew machine as a premier choice for coffee lovers. By leveraging a combination of traditional and digital channels, we created a unified commerce experience, with engaging content messaging that resonated with the premium drip target.
Our efforts resulted in increased brand awareness and strong sales for the TrueBrew machine, solidifying De'Longhi's position as a leader in the coffee and espresso market. This successful launch highlights the importance of strategic media system to effectively our core consumer and drive business results.
We wanted De’Longhi to feel inescapable to our consumer, but were without massive budgets. We built an optimized premium drip target that we were able to surround at every touch point through a connected system, including Social, Online Video, Streaming and Linear TV, and high impact Out of Home. We activated in key cultural moments including the 2023 Oscars Red Carpet Coverage and the NCAA Women’s Final 4.
Our approach to media was data-driven at every touchpoint. We utilized Amazon buyer data for Amazon Streaming TV to optimizing our Linear TV plan based on website metrics. OOH placements were chosen for proximity to key retailer doors plus their overall impact. Geo-location based programmatic amplified in-store and OOH exposure. We built a truly connected, targeted media system.
Out of home was the campaign highlight, running in high-impact placements across more than 140 screens in 8 key markets in North America (New York, Los Angeles, Dallas, Boston, Philadelphia, Toronto, Montreal, Vancouver). Times Square, Dundas Square, the Oculus, and more were illuminated with creative featuring both the product, and our brand ambassador, Brad Pitt.
Additionally, we surrounded key retailers like William Sonoma, and paired the placements with mobile retargeting to capture consumers who had seen the out of home, driving them in-store. Each touchpoint worked together to drive awareness and purchase for this new category innovation.
Throughout the campaign, the product continued to sell out on both the website and at retailers. We had to continuously pivot, supporting retailers, and redirecting consumers to platforms where the product could be purchased.
The results smashed expections and all sales goals for launch!
