Inbound marketing action via a geographically segmented online questionnaire

Posted in: Success casesLast update: 01/12/15

The following case study looks at two actions carried out by Nespresso Spain on its Facebook Page in order to get to know the preferences and consumption habits of its followers in Madrid and Catalonia. By way of a simple system of questionnaires, specifically via a test and survey, the brand achieved its objective. Their method of geographically limiting the action was via a customized entry form in which users had to enter their address.

 

The agency

Yslandialogo yslandia is an advertising agency that believes in the value of ideas applied to strategy, creativity and technology. It takes each project as an opportunity to generate emotional experiences with brands – the principal objectives being to make the brand memorable and to help its business.

 

The client

logo_nespressoNestlé Nespresso S.A. is a pioneering and benchmark brand in the sector of top-quality coffee capsules. With its headquarters in Lausana, Switzerland, Nespresso is present in 62 countries. It has an international network of over 400 exclusive boutiques, 62 of which are in Spain.

 

The challenge

Getting closer to its followers; demonstrating its dedication to being a customer-orientated brand that is interested in the tastes and preferences of its followers. In this case, the company wished to find out more about followers’ preferences in consumption of Nestlé products and about their buying habits. The company also sought to discover more about customers’ preferences regarding content offered by the brand on its social profiles.

 

The proposal for Catalonia

This was a promotion linked to the Barcelona Banc Sabadell Open – 63rd Conde de Godó Trophy. The incentive for participation was two tickets to attend the championship and an exclusive tour of the facilities, as well as an invitation for two to eat at a VIP restaurant in the Hospitality Village of the Open.

The mechanism

The formula chosen by Yslandia was a survey configured with the White Label version of Easypromos. Here are some examples of the questions proposed by Nespresso.

Benefits obtained from the campaign

  • The percentage of participation in relation to the total number of Catalan followers was 55%.
  • Although it wasn’t the main objective, the brand’s Facebook account acquired new fans.
  • Statistics relating to consumer information were gathered, making the company more fan-centric.
  • A highly segmented database was obtained.

nespresso survey

 

The proposal for Madrid

The action in Madrid was linked to an experiential incentive: Nespresso Gourmet Weeks. Three carefully selected Michelin-starred chefs, united in the art of coffee, were the stars of the Nespresso Gourmet Weeks for two weeks. Participants could opt for a Nespresso Menu for two people in one of the three restaurants that formed part of the Nespresso Gourmet Weeks project: Paco Roncero’s La Terraza del Casino, Ramón Freixa’s Ramón Freixa Madrid, and Sergi Arola’s eponymously named restaurant.

The mechanism

All participants had to answer a test about their coffee-related preferences and consumption habits. The application offered personalized results based on answers chosen by users: MadridCoffeeLover, Show Off or Practicals. The White Label version of Easypromos was used.

Benefits obtained

  • The participation index of active Madrid-based followers was 92%.
  • Although it wasn’t the main objective, the brand’s Facebook account acquired new fans.
  • A segmented database was obtained.

answers test

 

The key factors in the results

For Yslandia, the success of this type of action depends on three key points:

  1. Getting to know the brand’s target audience better, as shown by the content of questions put to users. The company wants to hear their followers’ views, but if the questions are not interesting then the followers will not be motivated to answer them.
  2. Asking questions which are simple, direct and accessible. It’s crucial for the brand to listen to the client and make the client the center of the action.
  3. Incorporating an incentive that is both relevant to the target and perceived as having a high value.

With these two examples, we can see how Easypromos is an efficient inbound marketing tool for classifying and qualifying leads.

 

Testimony

Both we (Yslandia) and the brand (Nespresso Spain) are extremely satisfied with the application. It’s a simple method that offers a variety of options in terms of functionality and provides the results needed for the creation of reports containing quantitative and qualitative lessons.

-Gloria Requena-

Yslandia Social Media Manager

 

Other success cases:

 

Silvia Marti Ferrer

Marketing and Customer care Easypromos’ team