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Caffè Diemme

Client

Caffè Diemme

Services

Google Ads, Digital Advertising, Video

Sectors

Food & Beverage

The project

Caffè Diemme is an historical and prestigious brand from Padua that offers products and services for the world of coffee, from brews for big distribution, to those for the restaurant sector and the Ho.Re.Ca, as well as training courses for professional baristas.

The strategy for Caffè Diemme

Together with Caffè Diemme we established an ambitious objective: give more visibility to the products stored in the major supermarkets in the province of Padova. In order to do that we tested a new Google local campaign, alongside more “traditional” food marketing campaigns

In practical terms:

Brand awareness

To promote the brand and its product lines available in stores in Padua and the surrounding area, we worked on campaigns aimed at brand awareness.
Location extensions

We have linked campaigns promoting products to location extensions to let people know which supermarket to find the brand in.
Drive to store

We tested the new Google Ads local campaign and created a customised one for each supermarket chain to monitor store visits.
Support campaigns

To support the local campaign on Google, we supplemented it with other video ads on YouTube, Display and Discovery.

Caffè Diemme and SAY, together

308293

of store visits
Since the start of the campaign, we have seen several visits to stores selling the brand’s products, resulting from a view or interaction with our ad.

19,5 milioni

impressions
In January, the advertisements were widely distributed and viewed by users in areas of interest.

6,64 %

of store visits rate
The data refers to YouTube campaigns and relates to the ratio between store visits and impressions.

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Google local campaign

We used physical advertisements (banners) and dynamic geolocated ones (videos) positioned on both the Display web, and the Youtube, Gmail and Maps, to promote the Caffè Diemme products in the major supermarkets in the area. We monitored the effectiveness of the ads using the ‘store visits’ metric, combining online and offline performance.