Nescafé Dolce Gusto’s perfect blend: merging entertainment and e-commerce on Amazon

As high-street appliance retailers struggled with declining footfall, Nescafé Dolce Gusto (NDG) faced a challenge: their coffee machine systems are best showcased through live, interactive demonstrations. With the target audience shifting to the convenience of online shopping, NDG needed a new way to bring their ‘coffee shop at home’ experience to life. 

Recognizing the rapid growth of social commerce, we proposed a groundbreaking solution: the UK’s first real-time live coffee social shopping experience on Amazon.  ‘Nescafé Dolce Gusto: Amazon Live’ was born, making NDG the first UK coffee brand to launch this interactive social shopping format. Hosted by a charismatic presenter and NDG’s brand ambassador, the livestream blended product demonstrations, exclusive offers, and real-time Q&As from viewers. Driven by Amazon shopper data, the conversational script addressed customer pain points, while an on-screen product carousel allowed viewers to purchase items instantly. 

The campaign was a massive success, proving that the combination of live social commerce and a trusted e-retail platform was a killer combination. It delivered an exceptional return on ad spend, generated a substantial surge in brand store traffic, attracted a wave of new customers, and significantly boosted sales, setting a new standard for shoppable content in the UK.