Leonie Bulman's recent articles
Nespresso engages Facebook fans on an emotional level around the “Nespresso moment”
Nespresso shows that building a Facebook community around the brand experience can provide valuable insights into fans’ emotional connection with the brand.
Nespresso engages their Facebook fans around a range of topics, such as making the perfect macchiato, what their favourite Grand Cru is or recipe ideas. However, the most emotionally engaging posts by far are those which mention the ‘Nespresso moment’. These focus on the brand’s significance in consumers’ everyday lives, a similar strategy to that of tea brand PG Tips.
Driving consumers to share their experience of the brand on an emotional level can help build stronger connections with fans. It also provides insight into why consumers are compelled to choose a particular brand. WaveMetrix analysis shows that fan engagement with the Nespresso moment contains valuable insight, such as whether it represents “me time” or a “shared moment”, as well as the language fans use. This can help Nespresso build messaging which is in line with how fans relate to the brand.
WaveMetrix analysis shows that the Nespresso moment represents “Me time”:
- The majority of fans see the Nespresso moment as "Me time": 61% discuss the Nespresso moment as a time which they spend alone, whilst 28% express it as a moment they share with other people. This can help Nespresso understand what the brand represents in fans' everyday lives
The Nespresso moment is often discussed as the "first" moment of the day:
- The Nespresso moment represents the "start" of the day for many fans: Recurring terms related to the Nespresso moment include "morning", "first", "start". Fans also discuss the "feeling", "taste", "smell" and "aroma" of their Nespresso moment, helping to build a full picture of the brand experience