Using paid media to maximise sales of coffee subscriptions

Client
Cafédirect
Sector
Food and drink
Services we offered
Creative & design  CRO  Data & analytics  Paid media  SEO  Websites & development  

The challenge

Cafédirect is one of the UK’s most successful coffee brands. Their gourmet coffee 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.

The solution

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.

Results

Building on Cafédirect’s strong brand equity, we were able to deliver a campaign that performed well above industry benchmarks and surpassed expectations.

4.5M

Ad impressions

9.45%

Ad click-through-rate

74.4%

Funnel conversion rate

The engagement and conversion metrics of Complete Digital’s paid media campaign were well above industry benchmarks and we were very happy with the outcome. They're quick to respond and clearly care about what they do.

Lorraine Kelleher
Marketing Controller, Cafédirect