Nespresso, a global coffee brand within the Nestlé Group, has served coffee lovers with its innovative recyclable pod system since 1986. However, the brand struggled to explain its machine subscription service to Nespresso Club members within the restrictive 160-character SMS limit. The team often had to send multiple SMS messages for certain campaigns, a costly effort that failed to deliver the engaging, interactive experience Nespresso needed to inform customers of complex offers.

At the recommendation of their partner Sinch, Nespresso adopted RCS for Business on both Android and iOS. Together, they launched four annual conversational campaigns designed to help customers find popular flavors, discover suitable subscriptions, or choose coffee based on their tastes. The "Coffee Detective” campaign, featuring actor George Clooney, transformed Nespresso’s subscription offer into a mini-investigation where users answered questions about their consumption habits and preferences, and a chatbot recommended the ideal machine and subscription. These two-way conversational scenarios created interactive, engaging experiences that aligned with Nespresso's brand ethos.

Nespresso experienced a 20x increase in message volume, sending nearly 5 million RCS messages in 2024.

• The "Coffee Detective" campaign delivered a 15% click-through rate (four points higher than rich SMS), 36% completion rate (2.3x higher than rich SMS), and conversion rates 9% higher than email and 11% higher than SMS.
• RCS for Business campaigns also proved more cost-effective than previous SMS-based blasts.