Want to know how Nescafé Dolce Gusto was able to multiply its visibility, attract qualified traffic, and boost sales?
In this article, we analyze the off-site Retail Media strategy that helped drive sales of Nescafé Dolce Gusto Neo coffee machines.
The campaign challenge: Boosting brand presence in coffee machines
The primary objective of the campaign was to strengthen Nescafé Dolce Gusto’s presence in the coffee machine category by leveraging Auchan’s audience and the optimization potential of Performance Max.
The activation on Auchan.pt, designed with a full-funnel approach that combined Display, Video, and Search, maximized brand reach, attracted new buyers, and delivered measurable results at each stage of the shopper’s journey.
How was the off-site Retail Media strategy activated?
We developed a full-funnel off-site strategy, combining first-party audiences, a multichannel mix, and creative assets designed to maximize performance in each environment.
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Activating first-party and lookalike audiences
To maximize reach and precision:
- We activated Auchan’s first-party audiences linked to the product and category.
- We expanded its potential with Google Ads lookalike audiences, targeting profiles with behaviors similar to current buyers.
This approach allowed us to combine precision and scalability, reaching both highly relevant users and new segments with conversion potential.
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Defining the ideal channels for a full-funnel strategy
We selected the most appropriate channels to cover the entire funnel — from consideration to conversion — always redirecting to the product page on Auchan.pt:
- Display Ads (Google Display Network): to reach coffee and lifestyle enthusiasts.
- YouTube Video Ads: to educate on the benefits of Nescafé Dolce Gusto Neo and demonstrate its user experience.
- Search Ads: to capture active demand, targeting high-intent searches like “coffee machines,” “Dolce Gusto coffee maker,” or “Dolce Gusto Neo.”
This mix ensured constant presence at various stages of the decision-making process.
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Developing a portfolio of creatives optimized for Performance Max
We adapted dynamic and static creative assets to each channel and format.
This creative diversity allowed Performance Max to test combinations, automatically optimize, and scale those that generated the highest conversion rates.
Direct impact on traffic, sales, and market share
The full-funnel off-site strategy enabled Nescafé Dolce Gusto to exceed benchmarks and generate sustained growth in sales and market share within Auchan’s eCommerce platform.
- Strong engagement with a CTR of 7.13%, surpassing Performance Max benchmarks.
- A 5% increase in market share during the campaign.
- Increased qualified traffic that drove additional sales on the retailer’s eCommerce site.
- An 87.5% increase in sales of Dolce Gusto Neo machines, driven by the off-site strategy.
- 44% of buyers were new-to-brand.
If you want to dive deeper into how to measure and optimize these KPIs in your campaigns, we invite you to read our article on key KPIs and metrics for Retail Media.
Key insights into the potential of Off-site Retail Media
This case demonstrates how a well-executed off-site Retail Media strategy can transform a brand’s results:
- It amplifies brand visibility outside the retailer’s environment.
- It activates high-intent segments through first-party audiences.
- It generates qualified traffic with a higher likelihood of conversion.
- It increases penetration in competitive categories like coffee machines.
The integration of Display, Video, Search, and Performance Max not only strengthens brand positioning but also directly drives conversions and market share growth.
