Brewing Success: How Nescafé Dolce Gusto (UK) Became the First EU Coffee Brand to Master Amazon Live
Amazon, OpenMind UK
Client: Nescafe Dolce Gusto
Despite tight timelines and limited resources, the campaign strategically combined livestream production with a full funnel media approach, including display prospecting, display retargeting, Sponsored Ads, and the premium H1 Homepage Banner, to maximise traffic, engagement, and conversion. Hosted by Amazon Live presenter Cindy Humphrey and brand ambassador Simon Walters, the livestream positioned Nescafé Dolce Gusto as the ultimate at home coffee shop experience, showcasing machine and pod bundles to inspire trial and drive purchase. The results were extraordinary. The livestream delivered a 2.49% purchase rate (28x above benchmark), a 30.1% detail page view rate (14x above benchmark), and a 9.7% click through rate (12x above benchmark). On the day of broadcast, the brand store experienced 57x higher traffic and 68.5x more new to store visitors, generating (redacted ££ amount) uplifts in in brand store sales, an 8.8x uplift versus an average day. Beyond the livestream moment, the full campaign drove a 57% year on year growth in sold units from launch through to campaign close, while the H1 Banner delivered 4.7M incremental shoppers to amplify reach across the entire activation window. This campaign proved that Amazon Live is not just an awareness play; it is a powerful, measurable, full funnel retail media solution capable of delivering commercial impact at scale.