{"id":12261,"date":"2025-12-16T10:24:32","date_gmt":"2025-12-16T10:24:32","guid":{"rendered":"https:\/\/in-storemedia.com\/?p=12261"},"modified":"2025-12-16T10:24:32","modified_gmt":"2025-12-16T10:24:32","slug":"nescafe-dolce-gusto-and-the-success-of-a-full-funnel-off-site-strategy-in-retail-media","status":"publish","type":"post","link":"https:\/\/in-storemedia.com\/en\/nescafe-dolce-gusto-and-the-success-of-a-full-funnel-off-site-strategy-in-retail-media\/","title":{"rendered":"Nescaf\u00e9 Dolce Gusto and the Success of a Full-Funnel Off-Site Strategy in Retail Media"},"content":{"rendered":"

Want to know how Nescaf\u00e9 Dolce Gusto was able to multiply its visibility, attract qualified traffic, and boost sales?<\/strong>
\nIn this article, we analyze the off-site Retail Media <\/strong>strategy that helped drive sales of Nescaf\u00e9 Dolce Gusto Neo<\/strong> coffee machines.<\/p>\n

The campaign challenge: Boosting brand presence in coffee machines<\/strong><\/h2>\n

The primary objective of the campaign was to strengthen Nescaf\u00e9 Dolce Gusto’s presence in the coffee machine<\/strong> category by leveraging Auchan’s audience and the optimization potential of Performance Max.<\/p>\n

The activation on Auchan.pt<\/strong>, designed with a full-funnel<\/strong> 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.<\/p>\n

How was the off-site Retail Media strategy activated?<\/strong><\/h2>\n

We developed a full-funnel <\/strong>off-site strategy, combining first-party audiences, a multichannel mix, and creative assets designed to maximize performance in each environment.<\/p>\n

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  1. \n

    Activating first-party and lookalike audiences<\/strong><\/h3>\n<\/li>\n<\/ol>\n

    To maximize reach and precision:<\/p>\n

      \n
    • We activated Auchan\u2019s first-party audiences <\/strong>linked to the product and category.<\/li>\n
    • We expanded its potential with Google Ads lookalike audiences<\/strong>, targeting profiles with behaviors similar to current buyers.<\/li>\n<\/ul>\n

      This approach allowed us to combine precision and scalability, reaching both highly relevant users and new segments with conversion potential.<\/p>\n

        \n
      1. \n

        Defining the ideal channels for a full-funnel strategy<\/strong><\/h3>\n<\/li>\n<\/ol>\n

        We selected the most appropriate channels to cover the entire funnel \u2014 from consideration to conversion \u2014 always redirecting to the product page on Auchan.pt:<\/p>\n

          \n
        • Display Ads (Google Display Network)<\/strong>: to reach coffee and lifestyle enthusiasts.<\/li>\n
        • YouTube Video Ads: <\/strong>to educate on the benefits of Nescaf\u00e9 Dolce Gusto Neo<\/strong> and demonstrate its user experience.<\/li>\n
        • Search Ads: <\/strong>to capture active demand<\/strong>, targeting high-intent searches like “coffee machines,” “Dolce Gusto coffee maker,” or “Dolce Gusto Neo.”<\/li>\n<\/ul>\n

          This mix ensured constant presence at various stages of the decision-making process.<\/p>\n

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          1. \n

            Developing a portfolio of creatives optimized for Performance Max<\/strong><\/h3>\n<\/li>\n<\/ol>\n

            We adapted dynamic and static creative assets to each channel and format.
            \nThis creative diversity allowed Performance Max <\/strong>to test combinations, automatically optimize, and scale those that generated the highest conversion rates.<\/p>\n\n\t\t