SUPER COFFEE
Super Coffee ran Instagram and Facebook video and photo ads to boost brand awareness and used a GeoLift study to measure in-store sales, revealing an 11.9% in-store sales lift.
Super Coffee offers enhanced coffee products featuring protein, no-calorie natural sweeteners, 200 milligrams of caffeine and MCT oil. The brand’s goal is to mass-produce positive energy with products that “taste great and make you feel great,” including ready-to-drink beverages, creamers, espresso, cold brew and more.
negative in-store sales lift within locations that were not exposed to Instagram and Facebook ads (GeoLift study)
lift in standard ad recall (brand lift study)
incremental online purchases (conversion lift study)
Super Coffee wanted to boost awareness of its brand, and increase in-store and online sales.
THE SOLUTION
Testing omni-channel measurement
Super Coffee developed a three-phase campaign strategy, and the brand's agency Modifly helped execute the media strategy.
In phase one, Super Coffee used the brand awareness objective to drive national awareness and in-store sales. The team showed ads in this phase to US adults aged 25‒55 with an interest in health and wellness, excluding its current customers, website visitors and its Instagram and Facebook page engagers.
In the phase two campaigns to drive consideration, the team used the video views and traffic objectives. The team showed ads to the same age demographic as in phase one, plus to lookalike audiences of its frequent website visitors and purchasers, and people who engaged with the brand’s Instagram page, added products to cart, initiated a checkout or were on the brand’s customer email list.
Phase three used the conversion objective to drive online sales. The team showed ads to similar lookalike and interest-based audiences, and re-engaged with website visitors and purchasers, people who had added products to their cart, engaged with the brand’s Instagram and Facebook pages or viewed a video in prior phases.
For all phases, Super Coffee ran photo and video ads showcasing the brand’s products along with messaging about staying healthy, positive and active, or with a promotional discount offer. The team used at least four placements in each of the ad sets to ensure it was cost-efficiently reaching as many customers as possible.
Super Coffee used Facebook's GeoLift solution to measure the in-store sales impact of its Instagram and Facebook campaigns. GeoLift compares the in-store sales of locations that were exposed to Instagram and Facebook ads against locations that did not see any of those ads, and protects customers' privacy by relying exclusively on aggregated location-level data.
Super Coffee measured the results of its June 10-August 8, 2021 campaigns using a Facebook GeoLift study, a Facebook brand lift study and a Facebook conversion lift study, which revealed:
- 11.9% negative in-store sales lift within locations that were not exposed to Instagram and Facebook ads (GeoLift study)
- 7.8-point lift in standard ad recall (brand lift study)
- 5.5-point lift in standard brand awareness (brand lift study)
- 714 incremental online purchases (conversion lift study)
- 7,594 incremental add-to-carts (conversion lift study)