As the UK’s favourite instant coffee brand NESCAFÉ has numerous audiences and products. The more traditional ranges of NESCAFÉ Gold and NESCAFÉ Original speak to an audience that differed from the modern, globe-trotting NESCAFÉ Azera drinkers. This left the website content confused and outdated. NESCAFÉ wanted to find a common ground amongst consumers whilst implementing a new strategy to drive growth.


NESCAFÉ had plenty of technical complexities from a recent migration project to a global domain. This migration saw a significant dip in visibility for the brand which resulted in poor performance. We aimed to iron out all technical problems and restore high-ranking optimisations.

As the audience for NESCAFÉ is so wide, we faced the challenge of identifying and understanding their interests and hobbies. We were tasked with creating and implementing a content plan that not only spoke to their customers but secured NESCAFÉ’s dominance in the industry whilst driving growth.


  1. Firstly we set out to repair the damage caused from the global migration by implementing optimisations.
  2. We took NESCAFÉ on a journey through our ASIM (Audience & Search Intent Modelling) process, to take audience and search data to create a personalised content strategy. The workstreams included audience profiling, search landscape analysis and the identification of core content opportunities.
  3. Once audience interests were determined, we built long-term content plans based on rich, engaging content with the core audience in mind. All content focused on full optimisations for search and featured snippets with the goal of increasing visibility in organic search.


0Increase in organic sessions
0Increase in featured snippets
0YoY Increase in traffic for Nescafe Original
0YoY increase in traffic for Nescafe Azera
0Top three rankings
0Increase in average website duration
0Bounce rate decrease


“The team at tmwi have been brilliant to work with and have enabled us to deliver some fantastic results through our SEO plan. Their forward thinking and proactive approach helped us overcome our main website migration challenges and implement a strategy for growth and visibility, with audience insights at the core, which has surpassed our expectations”

James Sinfield – Digital & eBusiness Lead, Coffee at NESCAFÉ