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 through the restrictive 160-character limit of SMS. 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 partner Sinch, Nespresso adopted RCS for Business on both Android and iOS. Together they launched four annual conversational campaigns designed to help customers find favorite coffees, discover suitable subscriptions, or choose ideal coffee based on tastes. The "Coffee Detective” campaign, featuring actor George Clooney, transformed Nespresso’s subscription offer into a mini-investigation where users answered questions about 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 for Business 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 also proved more cost-effective than previous SMS-based campaigns.