Submitted by Pulse AdvertisingAgency IPI Score 41/100

Pulse x Nespresso: connecting people with a shared passion for coffee

Influencer Marketing

Pulse Advertising has run global and local Influencer Marketing for Nespresso since 2021, built on layered storytelling, and the agency reports a 32 % EMV increase.

32%EMV increase
43%EMV retention

Case in 60 seconds

Nespresso set out to be established as the #1 coffee brand, which required a brand narrative that could run across global and local Influencer Marketing while still reading as genuine rather than scripted.

The campaign appears to turn on a shared passion for coffee, because Pulse Advertising treats coffee as an interest that connects people rather than as a product category, so the personalities chosen carry the narrative as fellow enthusiasts.

Pulse Advertising built a layered storytelling approach in which the right personalities communicate the Nespresso brand narrative in a genuine way, placed inside strategic plans for brand growth that the agency defines together with the brand.

Since 2021, Pulse Advertising has defined strategic plans for brand growth with Nespresso and delivered them through global and local Influencer Marketing, casting personalities to tell the brand narrative through layered storytelling under one global strategy.

Pulse Advertising reports a 32 % EMV increase and 43 % EMV retention for Nespresso, with no period, market or calculation basis printed beside either figure.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

People with a shared passion for coffee.
Based on the available evidence, the stated aim of establishing Nespresso as the #1 coffee brand frames the work as category leadership, so the influencer programme is built to hold a position over years rather than to spike a single launch.
Nespresso appears as the host of a shared passion for coffee rather than as the subject of product claims, so the brand narrative is voiced by chosen personalities rather than by the brand itself.

Creative & Execution System

Partners

  • Pulse Advertising (lead_agency)

Results & Evidence

MetricValueResult type
EMV increase32 %performance
EMV retention43 %performance

Why Pulse Advertising's strategy worked

  1. 1

    Pairing one global strategy with local influencer executions appears to let a brand hold a single narrative while casting personalities market by market, which suggests the strategy layer carries consistency rather than any individual creator.

  2. 2

    Reporting EMV retention beside EMV increase suggests the agency judges a multi-year partnership by how much earned value holds over time rather than by the peak of a single campaign.

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