Nespresso needed digital ad creatives built for Meta and YouTube that felt unmistakably on-brand but were structured to stop the scroll. We delivered a full library of 52 assets across three formats.
Nespresso's in-house team had brand awareness covered. Beautiful campaigns, celebrity ambassadors, cinematic spots. But when it came to performance marketing, the creative wasn't built for it. The existing assets were too long, too polished, and too passive for the scroll-and-skip behaviour of Meta feeds and YouTube pre-roll.
They needed a partner who understood the brand's visual language well enough to produce ad creatives that felt unmistakably Nespresso but were structured for direct response. Thumb-stopping openings. Clear value propositions within the first three seconds. Strong calls to action that didn't feel like they belonged to a different brand. That's where we came in.
We started by auditing every piece of Nespresso content that had run in paid channels over the previous 18 months. We mapped what worked, what didn't, and why. The pattern was clear: anything that led with lifestyle imagery and delayed the product past the first two seconds underperformed. Anything that opened with the machine, the capsule, or the pour and paired it with a tight value hook outperformed by a significant margin.
We built a creative framework around three pillars: ritual moments (the morning pour, the afternoon pause), product close-ups (capsule colour, crema texture, machine design), and seasonal hooks (limited editions, holiday gifting). Every brief mapped to one of those three, which gave the team speed without sacrificing coherence.
The morning pour. The afternoon pause. The hosting moment. We built creatives around the rituals people already associate with Nespresso.
Capsule in frame within the first second. Machine in motion by second two. No slow brand builds. The product was the hook.
Limited edition launches, holiday gifting, summer iced coffee. Seasonal urgency layered onto evergreen brand equity.
We produced a full library of ad creatives in three core formats: 15-second vertical for Meta Stories and Reels, 6-second bumper ads for YouTube, and 30-second mid-form for in-feed placements. Every asset was shot and edited to Nespresso's brand standards. Same colour grading. Same typography. Same premium feel. But optimized for where people would actually see them.
The vertical content was shot specifically for mobile. Not cropped from horizontal footage, not letterboxed, not repurposed. Native vertical with the composition designed for a phone screen. That distinction matters more than most brands realize. A repurposed horizontal spot running in a Story placement looks like an afterthought. Ours looked intentional because they were.
Most of the creatives we produced ran across Meta's placements. Facebook Feed, Instagram Feed, Stories, and Reels. We structured each asset with the platform's algorithm in mind. Strong hook in the first frame to beat the skip. Middle section that delivered the value proposition. Closing frame with a clear CTA and a seasonal offer when applicable.
We ran systematic creative testing across the library. Swapping hooks, rearranging sequences, testing different CTAs against the same visuals. The ritual-moment creatives consistently outperformed product-only spots on click-through rate, while the product-first spots drove stronger downstream engagement. So we used both strategically: ritual for prospecting, product for retargeting.
YouTube bumper ads are a different discipline entirely. Six seconds. Non-skippable. You get one idea, one visual, one message. No room for narrative arcs or slow reveals. We treated every bumper like a billboard that moved. One hero shot, one line of copy, the Nespresso wordmark.
The capsule colour drops performed best. A single Nespresso capsule falling in slow motion against a dark background, splitting to reveal the coffee inside, with a single line about the flavour profile. Simple, premium, memorable. The 30-second mid-form spots gave us more room to breathe. We used those for the limited edition launches where the story justified the length.
The creative library ran across three quarters. Every asset was tested, iterated, and either scaled or retired based on engagement data. The top-performing creatives were refreshed with seasonal variations rather than replaced entirely, which kept creative fatigue low and production costs efficient.
52 ad creatives across three formats: 15s vertical, 6s bumper, and 30s mid-form. All produced to Nespresso brand standards.
Full creative suite across Meta (Feed, Stories, Reels) and YouTube (bumper, in-feed). Native formats for every placement.
Systematic A/B testing across the library. Ritual-moment hooks drove stronger prospecting engagement. Product-first spots outperformed in retargeting.
Top performers refreshed with seasonal variations across three quarters. Creative fatigue stayed low without rebuilding from scratch.
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