Our aim was to drive a 3% uplift in the proportion of Coffee Club Members buying Costa Ice products – alongside their regular favourite. Specifically, we were tasked with developing a series of segmented emails, tailored to member preferences and behaviours that would tempt them to try Costa Ice.
The insight Club members are creatures of habit who primarily visit Costa for their favourite coffee. Trying something new is not front of mind.
The work 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 results We 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.