Our paid approach on Facebook and Twitter was connected to Costa's CRM data by taste preference and real-time data feeds. Bespoke pre-launch messaging targeted Coffee Club members who had already opened the CRM email, driving them to the OPS microsite. Further launch messaging to non-openers successfully reached customers who were unresponsive on email.

At full launch we reached out to Costa’s 2.2million ‘Occasionals’ base, to drive consideration at scale. Live feeds from actual triallists of the blend allowed us to serve messages varied by the users’ stage in the journey, meaning our ongoing communications were accurately tailored in real time.

Analysing real time data feeds from stores as well as social signals from Facebook and Twitter, enabled further optimisation of the communication, balancing awareness and education activity with effective call-to-action messages.

Bespoke messages drove over 13,000 app downloads from Facebook alone. Engagement rates from all segments of the Coffee Club were impressively strong, reaching more than double Costa’s top end benchmark average.

The campaign delivered over 350,000 engagements and a sales penetration of 9%, three times higher than our target. The advanced level of segmentation of CRM data was recognised by Facebook as integral to the campaign’s success.