Costa Coffee - 12 Days of Christmas

Building warmth amongst Coffee Club members by offering exclusive rewards and treats.

Science

Facebook Custom Audience targeting re-engaged dormant members.

Art

Creative approach built excitement and anticipation with personalised offers and treats.

The Challenge

To stand out from the crowd during the festive season, we wanted to deliver an engaging Christmas campaign with lots of little moments of happiness for Coffee Club members. The objective was to increase footfall, purchase frequency and generate a 10% uplift on Coffee Club sales compared to previous Christmas seasons.

The Solution

Traditionally a season for spoiling others, we encouraged Coffee Club members to take some time to treat themselves. Our campaign offered members 12 exclusive offers in the run-up to Christmas. Loyal members were invited to an instore party to trial Costa’s Christmas range. Emails followed, each with engaging content, including the chance to win tickets to the Costa Book Awards, and Christmas-themed points offers. We used Facebook Custom Audience targeting to re-engage members who hadn’t opened emails in the last 3 months – a first for Costa.

The Work

The Results

The campaign saw some of the highest email open rates Costa has ever achieved – an average 6% points up on the Costa benchmark. We had 569,694 impressions for one Facebook ad; a 12.8% year-on-year uplift on event sales from Club members; and the campaign drove £510,000 in incremental revenue, achieving a massive 279% ROI.

279%

ROI

12.8%

year-on-year uplift on event sales from Club members

37%

of retargeted dormant members opened at least one email

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