Old Paradise Street is where Costa roast all its coffee beans in Lambeth, London. In 2014, Costa launched a series of limited edition roasts, starting with Old Paradise Street Limited Blend #3. Our brief was to launch this new roast; driving consideration, education and trial to achieve a 3% sales penetration target.
Analysis of Costa’s Coffee Club database revealed distinct clusters of ‘taste-centric’ and ‘trial-centric’ customers – people who actively enjoyed new blends and trying new drinks.
These were our warmest prospects for Old Paradise Street. We decided we need to talk to them as individuals, tailoring every single piece of communication with the same level of craft that Costa puts into its coffee.
We focused the entire budget on bespoke social media messaging, targeting only people who matched our profile, through Facebook Custom Audience and Twitter Tailored Audience targeting, fused with Costa’s own loyalty card database. We varied the messages according to the users’ coffee preferences, using live feeds from people who were actually trying the brand at the time, delivering a truly personalised campaign, at scale.
Analysing real-time data feeds from stores, as well as social signals from Facebook and Twitter, enabled us to further optimise the communications, balancing awareness and education activity with effective call-to-action messages.
app downloads from Facebook
sales penetration – 3x above target