Despite cooler summer temperatures, our email marketing campaign drove a significant uplift in sales of Costa Ice drinks – exceeding targets when the heat was on.
Coffee Club members primarily visit Costa for the irresistible coffee. So how do you persuade them to try something new, in addition to their beloved latte? Our challenge was to drive a 3% uplift in the proportion of them buying Costa Ice products – alongside their regular favourite.
The Costa Summer campaign achieved a 5% point increase in penetration of Costa Ice among members.
We were tasked with developing a series of segmented emails, tailored to member preferences and behaviours that would tempt them to try Costa Ice. Young females were the core target group, but we had to engage our much wider base of members too.
Nothing beats that summer feeling. We wanted members to feel like a Costa Ice would trigger those ‘summery’ emotions. With a segment strategy tailored to purchase behaviour (historic and mid-campaign), we used regional weather data to land our emails on the warmest days.
We produced 8 emails over 3 months, tailored to 18 different segments. Phase 1: ‘Shake up your summer!’ encouraged trying their favourite coffee over ice. Phase 2: ‘Come out and play!’ gave cheeky reasons to get out of work for a Costa Ice. And a competition to win a Kindle helped create a mental association with the Costa Book Awards.
The resultsWe achieved a 5% increase in penetration of Costa Ice (target 3%) among members and a strong ROI from the Coffee Club emails – 100k members engaged for an average of 4 minutes with the ‘summer read’ content and we had 90k entries for our Win a Kindle competition.