We partner with a Seattle-based coffee roaster to increase their subscription and sales numbers on Black Friday and Cyber Monday. By scaling budget, ending underperforming campaigns, and testing new audiences we were able to improve their primary key performance indicators.
Storyville Coffee is a coffee roasting company based in Seattle, Washington. They have several physical locations throughout the Seattle area, but ship countrywide through their website. Their main branch is located in Pikes Place Market, where they roast all of their beans. They offer monthly subscription boxes for those who need their coffee fix delivered to their door but also enjoy welcoming tourists and locals to their physical locations for coffee and treats. Their advertising efforts have been focused on increasing their whole bean, espresso capsule, and k-cup subscriptions and sales through their website.
During the Black Friday & Cyber Monday weekend of 2022, Storyville wanted to leverage Google & Meta ads to increase coffee subscribers, drive awareness/sales for new product launches, grow their email lists, as well as their overall e-commerce revenue. This included building out a marketing plan to begin non-brand search ads for subscriptions, highlighting their unique capsule and k-cup roasting method, as well as keeping an ad with the best ecommerce offer at the top of search results for brand searches. Delegator worked with Storyville to establish KPIs metrics based on the average value of a subscriber (by setting up Littledata and analyzing the long term value of a subscriber).
Storyville saw a 521% improvement in email captures from prior weeks, a 348% increase in transactions, and an overall revenue increase of 234%.
Excited for the challenge, Delegator started with analyzing the previous year's ad successes and failures as a starting point for developing a multi-focus campaign strategy. Our review dove deep into audiences and ad copy, to figure out what might be reused, what needed updating, and what was best left behind. Storyville was interested in scaling their budget on Meta to be more comparable to their Google Search budget, so we knew our team would need to be on top of monitoring changes on Meta to ensure the budget was being scaled efficiently.
Utilizing this data and historical context, we set up A/B tests to run previous successful ads with new copy and messaging to optimize for the best performers. We took the same approach with audiences on Meta. Lastly, along with these items, we also added new audiences focused on ‘coffee lovers’ and ‘engaged shoppers’ to the blend as we believed targeting a broader audience would help grow both subscriptions and sales countrywide.
On Google we established a strong audience the month before Black Friday & Cyber Monday so when the rush hit, we could focus on pushing Storyville’s promotions rather than growing the audiences. These audiences included a general ‘brand’ group that actively looks for coffee sales online or is already a fan of Storyville. We also included non-brand audiences or groups looking for coffee deals online but are not current Storyville customers. By establishing these groups before the holiday season, we could be sure Google was already primed to spend on these targets efficiently.
Between November 21-30, without a major budget increase on Google, Storyville saw a 521% improvement in email captures from prior weeks, a 348% increase in transactions, and an overall revenue increase of 234%, with the average CPA decreasing by 77%.
During the same period on Meta, with an increased budget, Delegator’s hands-on approach proved highly effective, driving a 380% improvement in transaction volume, and a total revenue increase of around 235%, with a 36% improvement in Cost Per Action (CPA).
We partnered with MBT, a leading footwear company, to boost sales on Bing, which was struggling to perform. By pivoting their campaign strategy from Bing Search to Bing Shopping, we were able to increase both revenue and return on ad spend.
We partner with an up-and-coming golf resort to increase their bookings and drive new business. We create a refreshed set of creative assets honed to appeal to specific audience segment targets, resulting in increases in clickthrough rate and conversion rate.
We partner with a non-profit working to reach students on college campuses with their forum-style discussions to increase their viewer and subscriber count on YouTube. We reorganized and systematized their creative testing to determine the most effective ad style to reach their target audience, while honing audiences to decrease their cost per view.
We partner with an ecommerce bullion retailer to increase sales and build value through increasing audience targeting. After a three month test, we find a viable path forward for growth, increasing sales and expanding to additional platforms and ad types.