Date:
8.2014 - 4.2015
Role:
Creative Director
Scope of Work:
Social, Marketing, Advertising, Photography Management & Direction
The Challenge
Sales for Nespresso’s VertuoLine coffee machine were lower than originally expected, and all VL social content had been exhausted, making it significantly harder to promote across Nespresso-owned social channels.
The focus of this project was to get emerging, affluent millennials who drank premium coffee and enjoyed discovering new technology and design to purchase Nespresso machines and become brand advocates by creating a premium brand experience that creates conversation around Nespresso.
The Action and Planning
My task was to lead the team from concept through copy, design, photography, and art direction to create engaging social media assets for the VertuoLine machine and associated coffee capsules and accessories that communicating a witty and epicurean voice and tone.
The team and I sketched out ideas communicating a witty and epicurean creative campaign that mirrored the new Nespresso social media tone of voice and personality through the lens of the Coffee Expertise creative direction.
Sketches
The Results
Over a six-week period, the campaign successfully supported Nesspesso's uniqueness and position as "Coffee Experts" in a witty and epicurean tone of voice supported by stunning imagery.
The campaign saw a 1045% increase in Facebook fans engaged with Nesspresso!
MICHAEL REDDING
CREATIVE DIRECTION • EXPERIENCE STRATEGY • VISUAL DESIGN • UX/UI • DIGITAL MEDIA