Driving growth through a strategic omnichannel marketing approach
DC Coffee, a Melbourne-based coffee roaster established in 2002, has grown from a local coffee supplier to a brand recognised nationwide in cafés, supermarkets, and homes across Australia. Despite its success, DC Coffee needed to increase its brand awareness and stand out in a highly competitive market.
- Social Media
- Paid Performance
- Content Strategy
The challenge
As the Australian coffee market grew more crowded, DC Coffee found it challenging to stand out and boost their e-commerce sales. To avoid being overshadowed by numerous competitors, they needed a strategic plan that highlighted what makes their brand unique. How can they effectively showcase their distinct qualities and make their voice heard in such a noisy marketplace?
The solution
Conversion Digital, in collaboration with Ruck Agency, developed a three-phase strategy to boost DC Coffee’s brand awareness and sales through digital channels. The initial phase involved three tactical campaigns across Meta during the holiday shopping season, which resulted in a 5x increase in purchases and an 83% reduction in cost per acquisition (CPA). Based on this success, the strategy evolved into an omnichannel digital marketing approach, incorporating both SEM and paid social media advertising to increase awareness and brand presence across multiple channels, capturing a larger target audience.
The collaborative efforts between DC Coffee, Conversion Digital, and Ruck Agency successfully elevated DC Coffee’s presence in the crowded Australian coffee market. The strategic use of digital marketing, particularly the omnichannel approach, enabled DC Coffee to achieve remarkable growth in both brand awareness and sales, setting a strong foundation for future campaigns.
The results
• Meta Campaigns: Achieved a return on ROAS of 1.6, with a significant increase in purchases and a 25% growth in the customer database at a low CPC. • Google Shopping: Within the first three months, Google Shopping delivered 580,000 impressions, 695 conversions, and lowered the cost per conversion to $6.82. • Omnichannel Approach: The combined digital efforts resulted in a substantial increase in brand visibility, e-commerce sales, and customer engagement.
impressions through Google Shopping
conversions via omnichannel marketing
decrease in CPA
ROAS
