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CASE STUDY
About the Project
We worked with popular drinks brand Jimmy’s Iced Coffee on a range of digital marketing campaigns to help them sell more products through their website.
The strategy incorporated advertising channels such as Search Ads & Google Shopping to capture existing demand and find new customers.
Project Background
When we first began working with Jimmy’s Iced Coffee, the majority of their activity was centred around traditional marketing activity, with much of their sales via distribution partners. They had done an incredible amount of work, and made excellent progress, in establishing a strong brand voice and identity. However, direct sales had not been a primary focus.
After some updates to their website, Jimmy’s Iced Coffee got in touch to see if we could help them to grow the business through their online shop, and support with key launches such as new products and their subscription offering.
Product Ads
The first step was to get them set up on Google Shopping – there was search volume there and many competitors were using this channel to generate business. We focused on ensuring that the products were visible for relevant and competitive searches, while filtering out non-converting terms or terms which presented an unsustainable cost per click.
Over time we have continued to refine this campaign, working to optimise the campaign further and continue reducing costs while improving search impression share and key account metrics.
Search Ads
Once the shopping campaign was established, we then began introducing search ads. Naturally, the brand name was already receiving a fair amount of traffic and interest online. Our initial focus was to help in redirecting this traffic to selling products. We did this by using the ad copy to reflect new and interesting information for shoppers – such as new products, new offerings (such as the subscription) while also highlighting current promotions and shipping information.
Through the campaign insights, we were able to see that this strategy was also successful in attracting clicks and purchases from people who had been exploring key iced coffee competitors such as nescafe and kenco.
YOY Growth in Conversion Value
30%
Campaign Developments
As the campaign has matured, we have continued to introduce new dedicated campaigns as required – including aspects such as business subscriptions, new products, people buying in bulk, product attributes (e.g. those looking for low calorie drinks etc).
The main aims continue to be to get the amazing iced coffees in front of the right people, and achieve as many sales as possible within the target cost per conversion.
Increase in Click Through Rate YOY
102%Discuss Your Project
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