Costa Coffee is a UK based coffee chain, competing with the likes of Starbucks in India.
Objective:
To drive footfall & increase visibility of specific outlets using digital promotions.
Research:
The 4 outlets were in the vicinity of corporate offices & colleges, but also had competition for smaller coffee shops & other cafes. The 5th outlet was at the airport. Hence the promotions needed to be localized for each outlet.
Solution:
Localising the promotional offers for each outlet as per the consumer psychographics & affinity, running weekly long promotions, using bombardment strategy for 2-3 unique target groups.
Execution:
- After promotions were fixed, creative ad copies & dynamic designs were used for each promo offer. E.g. – “Fly on high” for Airport.
- Each ad was promoted in a particular target group, alongwith 2 other ads with tweaked copy or design – to bombard their feeds.
- The ads would be changed weekly and were also run during specific “times” e,g, evening, morning, late night.
Result: 25% sales increase at Airport outlet, 12-18% at others, Higher brand awareness, 65% increase in digital engage-
