[JUDGING] Jacobs Douwe Egberts – L’Or
Section: Best Social Commerce Campaign
Organisation Name: Jacobs Douwe Egberts - L'Or
Ecommerce Strategy Questions
Describe Your Ecommerce Business
L’Or operates a direct-to-consumer e-commerce specializing in hot beverage - Consumers buy coffee pods habitually in supermarkets, while L'Or must convince them to change behaviour, buy direct, and choose it over dominant brands such as Nespresso and Lavazza. The primary objective of this e-commerce channel is to facilitate online purchases of these products directly from consumers, moving beyond traditional retail channels like supermarkets.
The core challenge lies in convincing consumers to change their habitual supermarket coffee pod purchases and buy direct, competing against dominant brands such as Nespresso and Lavazza. Our e-commerce strategy aims to build both L’Or's brand desirability and commercial conversion online, without relying on price-led promotions.
Our approach transforms paid media into a fully integrated retail engine. We rebuilt paid media as a live e-commerce environment where product feeds, audience signals, automation, and premium creative function as a digital storefront. This guides consumers from initial discovery of L’Or products and their unique brewing system to direct online purchase. We showcase specific benefits of buying direct, such as access to exclusive bundles, subscription services, and the full range of T DISCs and machines, creating compelling reasons for consumers to choose the e-commerce platform.
Personpeople Who Runs This Project
Bryan Keegan, Kim O’Hare and Angela Tafalla
Do You Use Alt Text In Your Images And Caption Your Videos
No
Outline Your Social Media Strategy For This
Our social media strategy for L’Or was integral to our unified retail engine. Paid social cultivated desire and discovery, positioning L’Or as a premium coffee brand through sensorial, attainable-luxury storytelling. We leveraged Meta purchase campaigns for direct conversions and Meta awareness campaigns to boost reach. This approach operated under the singular brand strategy of "The Sensorial Awakening" (adapted), ensuring creative direction and campaign structure were mutually reinforcing.
Specifically, we used:
Paid social: To cultivate desire and discovery.
Meta DPAs: Served as part of the digital shelf, transforming product information into a powerful asset through optimized product feeds, evocative copy, and custom labels for granular segmentation (intensity bands, flavour families, bundle types, margin tiers).
Meta awareness campaigns: To increase reach.
Meta purchase campaigns: To drive direct sales.
Mindset-led social strategies: Engaged shoppers during preference formation, tackling market overcrowding with strategic relevance and structure.
Intelligent, dynamic merchandising via Additive+ on Meta: This programmatic creative engine transformed standard product catalogues into curated, real-time shopping windows by dynamically assembling and personalizing headlines, imagery, and CTAs, layering in offer cues, seasonal prompts, and flavour narratives.
What Are You Doing To Capture Attention In Social To Get Sales
To capture attention in social and drive sales for L’Or, we implemented:
"The Sensorial Awakening" creative platform (adapted): Transformed L’Or from a functional FMCG into a premium coffee experience, using intensity scales, tasting notes, quality cues, and gold-toned, macro-crema visuals that evoked luxury. This singular idea seamlessly translated across diverse formats, including Meta video.
Premium lifestyle and macro imagery: Coupled with compelling offers like free discovery boxes and bundle-and-save kits on Meta DPAs, these visuals elevated product appeal and drove D2C conversions for L’Or.
Precise targeting: On Meta, we strategically engaged customers by precisely targeting distinct shopper mindsets – from Nespresso switchers to new machine buyers – with bespoke creative. We leveraged a rich blend of custom intent, in-market, affinity, and first-party audiences.
Dynamic, conversion-focused formats: Utilized immersive brand storytelling and dynamic formats, including Additive+ on Meta, which dynamically assembled and personalized headlines, imagery, and CTAs with offer cues, seasonal prompts, and flavour narratives to elevate retargeting into sophisticated merchandising.
Consistent sensorial cues and premium tone: Maintained across all executions to build brand equity without sacrificing speed or conversion.
What Are Your Metrics For This Campaign Real Metrics Please
Site-wide (GA4):
Purchases up 23% (2,757 → 3,395); revenue up 32% (€165k → €218k)
Capsule revenue up 43% (€83,223 → €117,947); machine revenue up 48% (€102,255 → €148,960)
Returning users up 2% year on year, despite a deliberate pullback in new-user acquisition in favour of repeat purchase
Meta — purchase campaigns:
Purchases up 253% (244 → 861); ROAS up 78% (1.85 → 3.30)
Cost per purchase down 41% (€34 → €20); purchase value up 270% (€15,583 → €57,601)
Meta — awareness campaigns:
Reach up 92% (842,352 → 1,145,031); average frequency down 19% via frequency caps
Meta — combined:
Purchases up 271% (252 → 934); purchase value up 284% (€16,163 → €62,141); ROAS up 9%; cost per purchase down 46%
Google:
Search purchases up 69% (1,861 → 3,150); search revenue up 73% (€120,533 → €208,467)
Shopping (first year): ~1.37m impressions, 8,318 clicks
Performance Max: ~€54k revenue contribution
Capsule online revenue +55%; machine online revenue +71%; bundle online revenue +328%
Taken together — a flat search budget, comparable social investment, and double- and triple-digit gains in revenue, conversion and branded demand — this was not a campaign that bought more traffic. It built a more premium, more efficient retail system for a brand competing against bigger, better-known rivals, and converted that system directly into profitable ecommerce growth.
Website Address
https://www.lorespresso.com/en_ie?srsltid=AfmBOoo64-vGS_eOY9RLHOopFsUyypEaWprOx9M9mAKnzUeAb71S6fnF
Facebook Link
https://www.facebook.com/p/LOR-Espresso-100064864263240/
Instagram Link
https://www.instagram.com/lorespresso_uki/?hl=en
Is There Anything Else You Want To Add Be Brief
L'OR demonstrates how digital media can do more than drive transactions—it can fundamentally reshape a retail business. By integrating audience strategy, feed optimisation, intelligent automation and premium creative into a single commerce ecosystem, the campaign successfully overcame category barriers, increased direct-to-consumer demand and delivered exceptional business outcomes.
The campaign's success was driven not by higher spend or aggressive discounting, but by creating genuine consumer value and a superior online shopping experience. The substantial gains across revenue, purchases, ROAS, reach and category penetration prove the effectiveness of the approach and highlight a model for modern retail marketing. Combining innovation, strategic excellence and outstanding commercial performance, L'OR represents a best-in-class example of digital marketing in the Retail & Consumer Goods sector and is a strong contender for DMA26 Best in Retail & Consumer Goods.
By transforming paid media from a traffic-driving tool into an intelligent retail ecosystem, L'Or proved that ecommerce growth doesn't have to come from deeper discounts or larger budgets. Through smarter merchandising, automation and premium storytelling, it built a more profitable path to growth in one of the world's most competitive coffee categories.