Our multifaceted marketing approach included paid advertising across search and social media to provide an immediate brand boost and to directly target two key audiences: coffee consumers looking to buy their own beans, and hospitality professionals seeking a wholesale supplier. We used A/B testing to dedicated landing pages for wholesale customers to see what would generate the most conversions, and targeted location-specific keywords.

Our paid social strategy included both static and carousel ads, often with product deals for different holidays and gift-giving opportunities. These were targeted more towards coffee consumers, but we also created a variety of awareness ads to partner with paid search in generating wholesale enquiries. Over the life of the campaign, creative content was changed monthly to stay fresh and noticeable.

The paid channels were backed up by organic website growth through SEO, with a focus on optimising their existing pages, adding landing pages designed to match user intent, and writing blogs designed to help cafe owners.