Supporting Campos Coffee Launch into Woolworths Nationally
Campos Coffee believe everyone should experience the power of a great cup of coffee. Their belief is that a great cup can transform a moment, a day, spark a relationship or connect a community in a moment. Specialists in sourcing the very best beans from locations across the globe from some of the world’s most prominent coffee regions, they also supply a range of home brewing equipment information on how to achieve the perfect brew in your own kitchen.
From humble beginnings in Sydney, Campos has grown into an iconic award-winning Australian coffee brand with a thriving online store. With a contingent of café partners based across Australia, and their Superior Blend of beans now widely available to all on shelves at Woolworths supermarkets.
In April 2020, Campos engaged Revium to assist with a range of digital marketing activities spanning paid and organic social media management, paid search, display, video, native advertising, SEO, content marketing, and email marketing. As part of this engagement, our team worked with Campos and their creative agency on developing a promotional strategy to support Campos’ new partnership with Woolworths and the launch of their Superior Blend product instore in that coming August.
The brief was simple; to promote the accessibility of their product to even more Australians and encourage them to trial Campos.
Campos was an established brand who already had a loyal contingent of coffee connoisseurs and home brewing enthusiasts. Their launch into Woolworths simply further supported the company’s mission by giving even more Australians the chance to experience the power a great cup of coffee by being located somewhere closer to home. In addition to this, rolling lockdown restrictions across the country further fueled people’s desire to enjoy quality coffee at home in addition to pushing even more people to source products online.
To deliver an awareness and amplification strategy that drove in-store traffic and trial with potential new offline consumers, whilst also safeguarding Campos’ strong direct sales from existing and new online consumers.
To do this, Revium’s digital marketing team implemented a multi-phase campaign initial rollout strategy that focused on delivering relevant Woolworths promotional content at each stage of the consumer acquisition funnel (Awareness, Engagement, Consideration & Purchase). Content was amplified across all their digital channels so they worked in harmony. This was also supported by a highly detailed audience targeting approach to ensure we were not converting online purchasers to instore and performance reporting plan so we could accurately optimise our activities in real-time.
The second part of the strategy involved looking at how Campos could nurture these new trial consumers into long-term brand loyalists. This is where our digital marketing team devised a series of campaign activities that focused on delivering relevant Campos promotional content at each stage of the consumer retention funnel (Adoption, Retention, Expansion, Advocacy), content that was also amplified across all of Campos’ digital channels.
Initially launching as a trial into a handful of stores largely based in Campos’ home state of New South Wales, their Superior Blend products are now available in stores nationally. And despite their number one stablemate now being available in more offline sales locations nationwide, we were able to grow Campos’ direct online revenue by a further 22% this same year.