[JUDGING] Jacobs Douwe Egberts – Tassimo
Section: Best Single-Platform Campaign
Organisation Name: Jacobs Douwe Egberts - Tassimo
Campaign Questions
Name Of Brand Client
Jacobs Douwe Egberts - Tassimo
Campaign Name
2025 Always on
Personpeople Who Led This Campaign
Kim O’Hare, Bryan Keegan and Angela Tafalla
Do You Use Alt Text In Your Images And Caption Your Videos
No
What Objective For Campaign
In 2025, Tassimo faced a critical inflection point. While performance marketing had historically driven short-term sales, it had eroded the brand's long-term health. This lower-funnel focus resulted in a paradox, manifesting as low salience – Tassimo was increasingly viewed as a functional commodity rather than an aspirational lifestyle choice. This led directly to declining consideration, and plateauing household penetration, indicating a struggle to attract new customers beyond its existing base.
Adding to this internal challenge, the Irish retail landscape had become exponentially more competitive, with consumers expecting more seamless, inspiring, and value-driven purchase journeys.
Outline Your Strategy For This Campaign
Rather than using Meta as a media channel that drove consumers elsewhere, we transformed it into Tassimo's primary shopping environment, collapsing brand building and conversion into a single platform strategy.
This approach was grounded in behavioural insight: over 85% of Ireland’s internet users shop online, rising to ~90% among 30–59-year-olds—their core audience. Social platforms were uniquely positioned to inspire lifestyle demand and convert purchase intent.
To navigate this inflection point and ensure sustainable growth, we established SMART KPIs meticulously aligned to ambitious commercial growth and marketing efficiency targets:
Increase annual purchases from 932 (2024) to 1,212+ (2025): For aggressive customer acquisition and tangible growth in Tassimo's active customer base and projected market share.
Achieve +30% YoY sales growth: This ambitious target demonstrated our commitment to significantly boost brand's top-line revenue, surpassing market trends, and validating the social-first commercial impact.
Reduce Cost Per Acquisition to below €20: Improving marketing efficiency was crucial to a more social targeting and seamless purchasing, counteracting the unsustainable CPAs of previous performance-only tactics.
Improve overall ROAS: Measure of profitability, it aimed to prove that integrated brand and performance efforts could generate sustainable growth.
What Were The Outcomes For This Campaign Metrics Next Question
The 2025 "Always On" campaign for Tassimo delivered transformational commercial and brand outcomes, significantly exceeding all established KPIs. We achieved substantial increases in annual purchases and a significant boost in year-over-year revenue. Profitability soared, and marketing efficiency dramatically improved, with the Cost Per Purchase falling well below target. Beyond these financial achievements, the campaign successfully revitalized Tassimo’s brand perception, shifting it from a functional commodity to an aspirational lifestyle choice. Engagement across social platforms saw massive growth, with seasonal campaigns achieving notably high engagement rates. This social-first retail strategy successfully transformed Meta's ecosystem into Tassimo's primary digital storefront, building sustainable demand pipelines and proving social media's power as a complete retail funnel.
The campaign exceeded every KPI, increasing purchases by 205% (932 to 2,844), growing revenue by 302% (€41K to €166K), improving ROAS by 176%, and reducing cost per purchase by 52%.
What Are Your Metrics For This Campaign Real Metrics Please
The campaign not only met but significantly exceeded all KPIs, delivering transformational commercial impact:
Commercial Performance (2025 vs 2024)
Purchases:
2,844 vs 932
→ +205% YoY (+1,912 incremental purchases)
Revenue:
€166K vs €41K
→ +302% YoY
ROAS:
3.65 vs 1.3
→ +176% improvement
Cost Per Purchase:
€16.05 vs €33.62
→ -52% improvement, beating target
Engagement & Reach
Total engagements: 3M+ vs 1.4M
→ +115% growth
Seasonal campaigns delivered engagement rates up to 11%, significantly above industry benchmarks
Conversion Efficiency
Additive+ DPAs delivered:
Lower CPC
Higher conversion rates
Stronger purchase intent signals
Qualitative Impact
Re-established Tassimo as a relevant, desirable brand
Shifted perception from “functional appliance” to lifestyle coffee experience
Built sustainable demand pipelines beyond short-term promotions
Is There Anything Else You Want To Add Be Brief
The campaign’s standout success lies in its ability to make social feel less like advertising and more like a lifestyle experience.
What made it exceptional
Native-first content that blended seamlessly into feeds, driving organic-style engagement at scale
Seasonal storytelling aligned with real consumer behaviours, creating emotional resonance
Boosted content strategy that amplified “what people want to engage with”, not just what brands want to sell
High engagement leading to organic amplification (earned reach) alongside paid media
Virality & earned vs Paid impact
High engagement rates (up to 11%) drove algorithmic amplification
Strong interaction signals increased earned impressions and reach efficiency
Paid activity was consistently strengthened by organic-style performance