Cafédirect is one of the UK’s most successful coffee brands. Their gourmet subscription service, Handpicked, is a popular gifting idea which sees a large uplift in sales during the Christmas period. They approached us to help maximise sales during this period in an increasingly competitive market.
Working closely with the Cafédirect brand team, we explored and identified the needs and behaviours of their target audience. This research helped guide the key messaging, creative formats and targeting opportunities for the campaign. Social media, paid search and display advertising were used to drive subscriptions in addition to greater awareness of the Cafédirect brand.
During a series of workshops with the Cafédirect team, the customer journey for our target audience was mapped and used to establish a sensible channel strategy at launch.
A wide variety of display ad formats and multi-variant ad copy was created to ensure target consumers would be engaged at all points of the buyer’s journey.
All campaigns were monitored in real time in order to identify the best performing combination of assets and channels. Retargeting, lookalike audiences and browser behaviour ensured maximum return on ad spend.
Building on Cafédirect’s strong brand equity, we were able to deliver a campaign that performed well above industry benchmarks and surpassed expectations.
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