Case Study: Nespresso achieves a data-driven global marketing strategy with Crimson Hexagon

Using Social Insights to Build a Global Marketing Strategy: Nespresso

Nespresso faced the challenge of turning disparate campaign activity into a cohesive global marketing strategy: understanding how the brand was perceived, where to find high‑value customers, and how to measure what worked. The goal was to identify audience opportunities, benchmark against competitors, and track campaign impact so future efforts could be targeted and scalable.

Using social insights from Crimson Hexagon, the team analyzed millions of conversations to map audience affinities, segment coffee drinkers, and monitor campaign exposure. That intelligence guided luxury‑focused creative (Penélope Cruz/Lana Del Rey commercials), targeted pop‑up and boutique activations, and hotel placements. The result was stronger engagement and measurable lift—pop‑up discussion grew from 3% to 21%, intent‑to‑purchase rose notably, Nespresso’s basic positive sentiment outpaced Keurig (38% vs. 20%), and geographic hotspots and audience segments were identified for future investment.

Nespresso