Submitted by YKONEAgency IPI Score 84/100

Nespresso x Alessandra Ambrosio Summer Campaign

Influencer Marketing

YKONE built a four-ritual cold coffee content system fronted by Alessandra Ambrosio, generating 47 million impressions across 564 publications for Nespresso.

4.7MReach
47MImpressions

About the campaign

Nespresso needed to build summer relevance for its cold coffee range with wellness and lifestyle audiences beyond its existing base, in a category where cold coffee still requires education and aspiration and where coffee itself is usually framed as a functional morning product. YKONE's strategic move was to map cold coffee onto behavioural moments consumers already have rather than asking them to form new habits, structuring the campaign around four wellness-themed daily rituals, morning, start of day, afternoon, and evening, each paired with specific recipes from a set of twelve, and each addressing a distinct mindset such as connecting with oneself, connecting with nature, or sharing with friends.

Alessandra Ambrosio fronted the system, chosen for existing associations with sustainability, yoga, and wellness communities. The production effort matched the ambition: YKONE reports roughly 1.5 years of production with around 150 people on set, yielding a library of more than 150 assets spanning video, photography, animated GIFs, and audio, deployed across Nespresso's social channels, e-retail, retail, and commercial banners to serve awareness, consideration, and conversion at once.

The agency reports 564 publications generating 47 million impressions, 4.7 million reach, and 268,100 interactions at a 0.26 percent engagement rate; sales impact was not disclosed.

Case in 60 seconds

Nespresso needed to build seasonal relevance for its cold coffee range during summer and reach wellness and lifestyle audiences outside its existing base, while serving awareness, consideration, and conversion objectives simultaneously across multiple channels.

Cold coffee can function as a natural companion to distinct phases of the day rather than a standalone product — mapping recipes to four daily rituals gives the content multiple natural entry points without repetition.

YKONE structured the campaign around four wellness-themed daily rituals — morning, start of day, afternoon, and evening — each paired with specific cold coffee recipes, and fronted by Alessandra Ambrosio, whose existing associations with sustainability, yoga, and wellness communities aligned with the intended positioning.

YKONE directed and produced a library of more than 150 assets — video, photography, animated GIFs, and audio — across approximately 1.5 years of production involving roughly 150 people on set, distributed across Nespresso's social channels, e-retail, retail, and commercial banners.

The campaign registered 47 million impressions, a reach of 4.7 million, and 564 publications. All figures are agency-reported; no independent verification or sales data is available.

Strategy Breakdown

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

Wellness and lifestyle consumers, including yoga and sustainability communities globally, identified as audiences not typically engaged with Nespresso's existing base. Ambrosio's prior partnerships with a yoga and wellness brand, a food-waste initiative, and women's empowerment campaigns were cited as evidence of fit with this audience.
Coffee is typically framed as a functional, morning-specific product; the campaign worked against this by positioning cold coffee as an elevated, wellness-aligned companion across the full day — connecting it to rituals of self-connection, nature, and social sharing rather than caffeination.
Cold coffee as a category requires consumer education and aspiration. The seasonal window of summer added a time constraint, and content needed to function across the full purchase funnel — from awareness through to conversion — while populating social, e-retail, and retail touchpoints simultaneously.
Nespresso positioned itself as a facilitator of elevated everyday rituals rather than as a product brand. Cold coffee recipes were the creative payload, with twelve new recipes distributed across four ritual time slots, giving the brand a utility and inspiration role rather than a promotional one.
Mapping product consumption to existing behavioural moments in the day — rather than asking consumers to create new habits — reduces friction. Each ritual addressed a distinct mindset (connecting with oneself, connecting with nature, sharing with friends), anchoring product use to motivations the audience already holds.

Creative & Execution System

Assets & channels

  • Video (social and retail formats)
  • Photography
  • Animated GIFs
  • Audio assets
  • Commercial banners (e-retail and retail)
  • Nespresso owned social media channels

Partners

  • YKONE (creative direction, production, influencer management)
  • Alessandra Ambrosio (brand ambassador)

Participation mechanic

  • Ambassador-fronted content tied to four daily ritual moments
  • Twelve cold coffee recipes distributed across ritual time slots
  • Multi-channel asset distribution across social, e-retail, retail, and banners

Creator role

  • Alessandra Ambrosio as lead ambassador and on-screen talent across all four ritual content pillars
  • No additional influencer or UGC layer reported in sources

Results & Evidence

MetricValueResult typeConfidence
Total impressions47 millionReach/awarenessAgency reported
Total reach4.7 millionReach/awarenessAgency reported

Why YKONE's strategy worked

  1. 1

    Structuring influencer content around four distinct daily ritual moments rather than product features created multiple natural contexts for the product to appear without the content feeling repetitive, enabling sustained output across a full season.

  2. 2

    Pre-vetting ambassador alignment on values — Ambrosio's existing partnerships with a yoga and wellness brand, a food-waste initiative, and women's empowerment campaigns — reduced the risk of audience rejection and added plausibility to the wellness positioning beyond celebrity reach alone.

  3. 3

    Planning asset volume at the strategy stage, rather than as an afterthought, allowed a single production to generate 150-plus assets serving social, e-retail, retail, and banner channels simultaneously, reducing the gap between awareness exposure and point of purchase.

  4. 4

    Large-scale content production requires significant lead time. The reported approximately 1.5-year production timeline involving roughly 150 people on set reflects that complexity and should be factored into planning for campaigns of comparable scope.

  5. 5

    Mapping twelve specific cold coffee recipes across four time slots gave the content a utility layer — recipe inspiration — that supported consideration and potential conversion without requiring separate campaign executions for each funnel stage.

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