Millions of consumers across the world cannot imagine starting their day without a hot cup of coffee. As one of the most widely consumed beverages in the world, coffee consumption isn’t going anywhere. But the COVID-19 pandemic made it clear that a lack of social outings can greatly affect the coffee market. The pandemic served as a wake-up call for coffee retailers, who were forced to quickly adapt to changes in coffee consumption behavior.
One major retail coffee brand weathered the pandemic through its strategic partnership with WITHIN, a performance branding company that helps leading global brands solve for a wide variety of complex challenges. From campaign attribution and identifying the right platform mix, to creative concepts and engaging influencers, WITHIN customizes the correct course of action for each brand’s unique needs. Working closely with Quantcast, WITHIN has helped major brands such as this retail coffee company to deliver highly effective digital advertising campaigns.
Java drinkers transition from the coffee shop to the home
This decades-old coffee retailer has hundreds of locations across the US and around the world. WITHIN and Quantcast helped this well-known, global coffee brand successfully adapt to the abrupt changes in consumer behavior brought on by the pandemic.
Most commuters started working from home in March of 2020, putting an abrupt halt to their daily coffee shop visits. With in-person sales dropping off, this coffee company’s marketing team knew they had to act fast; they turned to WITHIN to help them adapt and find a new way to connect and engage with their customers.
Fortunately, the coffee company was one of the first entrants to the direct-to-consumer (DTC) space, having offered a subscription coffee service to its customers for more than 10 years. This subscription service was the perfect opportunity to help their customers stay connected while getting their daily java fix in the comfort of their own homes.
Quantcast helps brand connect with new customers and deliver on subscriptions
By analyzing the rich, granular audience data available within the Quantcast Platform, WITHIN’s team discovered that the company’s existing coffee subscribers had an unusually high affinity for topics such as “gardening” and “home improvement.” These were topics that the brand hadn’t previously associated with their audience, or leveraged as part of their campaign development and planning. These audience insights from Quantcast proved so valuable that they now provide the foundation for how the brand identifies and targets audiences across other platforms.
Real-time information fuels high-octane results
Since the start of the pandemic, the coffee brand’s subscription business has doubled, driven in part by Quantcast’s unique real-time data and its close collaboration with the expert team at WITHIN.
Additionally, over the holiday season in November and December, the brand was able to promote their coffee-based gift offerings through the Quantcast Platform, helping them double their total sales over the season, compared to the previous year.
Learn how other top brands around the world are using Quantcast by diving into our case studies.