Using Content Marketing Strategy to Drive Customers Through the Sales Funnel

Increased Conversion of the New NESCAFÉ Milano 2.0 Espresso

content interactions

leads captured

machines installed during the campaign

The Challenge

Change Brand Perceptions

Customers didn’t find relevancy in brand’s product-driven campaign messaging

Convert Interest to Leads

Previous lead-generation solutions were ineffective

The Solution

Used audience insights to create a Coffee Trend Report that communicated relevant opportunities provided by the espresso machine

Made our trend report the focus of content marketing and used it to inspire an immersive brand experience that conveyed key product differentiators

Extended the trend report reach with content marketing that worked across the customer journey

Drove consumers through the sales funnel using native advertising, email, sponsored content, owned and paid social media as well as paid search

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Using Content Marketing Strategy to Drive Customers Through the Sales Funnel

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