Client
Nestlé — Nescafé
Case Study · FMCG · KSA
Nescafé Ice Roast — premium video that beat plan.
A programmatic video campaign across DigiMotive's premium MENA supply delivered over-plan impressions, more than a point of CTR and deep unique reach — proving that quality supply plus targeting beats cheap impressions every time.
The challenge
Launch a cold-brew variant to a sceptical coffee market.
Nescafé needed to launch its Ice Roast proposition to a KSA audience where traditional hot coffee still dominates daily ritual. The brief: drive mass awareness across 18–44 coffee drinkers, but only against viewable, premium supply — no MFA, no long-tail exchanges.
The plan targeted 342K impressions with a benchmark CTR of 0.80%, leaning heavily on programmatic video to carry the proposition.
The strategy
Premium supply, tight targeting, creative-first.
Audience-first
Layered 1st party retail signals with demo targeting to build a "coffee-lover, new-ritual-curious" segment at the top of funnel.
Premium video supply
Programmatic pre-roll across Gulf News, Al Arabiya, MBC and Kooora — brand-safe, high-attention inventory only.
Creative rotation
Sequential creative: hero 30s on open, 15s cut-downs on retargeting, companion display to reinforce recall.
The results
Beat plan on every KPI.
The combination of premium inventory and tight audience targeting drove CTR 41% above benchmark while still over-delivering on impressions.
349,589
Impressions delivered
+2.4% vs plan of 341,463
3,934
Clicks
+44% vs plan of 2,731
1.13%
CTR
+41% vs 0.80% benchmark
139,836
Unique users
Cost-efficient reach at scale
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