Rogers Estate Coffees

Display ad & viral campaign

www.rogersestatecoffees.co.uk

Requirements

Rogers Estate Coffees is a UK subsidiary of one of the largest family owned coffee roasters in the USA - Rogers Family Co. To celebrate their UK launch we were asked to come up with a marketing campaign that would strengthen their coffee brands and gather a database of potential customers. The solution was to create a viral marketing campaign that would give away 22,000 sachets of coffee in two weeks. The challenge was on and emphasised by an almost immediate campaign launch.

Analyse

An initial analysis of previous giveaway promotions, carried out by Rogers Family Co in the USA, gave us an indication of how much traffic could be expected from our campaign. To find where the campaign could be promoted for best possible effect we researched what social networking sites were popular with UK coffee enthusiasts.

Plan

We planned a content network campaign to place display ads on sites that were most likely to be frequented by fresh coffee drinkers, and calculated the budget required to ensure the target of 22,000 registrations in two weeks would be reached. We also planned a viral campaign to spread the promotion organically through various coffee communities on social networking sites.

Create

A slick and easy-to-use registration form was created together with a suite of display ads that would promote the campaign and increase brand visibility. A press release that contained information about the giveaway was prepared for distribution to 5500 news sites.

Promote

We created a Google AdWords campaign and by using the content network for the display ads we were able to target coffee, wine and food related websites. Once the information about Rogers' giveaway was introduced to some carefully chosen social networking sites, the solid background work really started to pay off. After that we experienced a considerable increase in daily registrations and as a result the database grew extremely fast.

Optimise

After three days the display ad campaign was paused as the response from the viral campaign exceeded expectations; the budget we saved was diverted to an email marketing campaign to follow up the delivery of the free sachets.

During the two-week promotion we were keeping a close and constant look at the campaign to see how people were interacting with the sign up form. By making minor adjustments we were able to maximise completion rate, which rose by 20% during the campaign.

Overall it proved to be a very successful campaign for Rogers Estate Coffees and Zeta was excited to be part of a fast paced project that utilised the experience and skills of the whole team.