#AddSomethingPositive.
My Role: Creative Lead, Art Direction, Design
Super Coffee came to Modifly for support during the launch and run of their 2021 #AddSomethingPositive campaign. They wanted to boost awareness of their brand and leverage their motto: “We mass produce positive energy.” As their agency partner, our goal was to increase in-store and online sales while building brand recognition. Across multiple phases and with an omni-channel approach, we ran over a hundred static and video ads to showcase top products, along with messaging about staying healthy, positive and active, or with a promotional discount offers. Our approach was featured as a Meta Business case study due to the campaign’s success.
Motion Graphics support - Daniel Soto
Carousel Example 1/3
Carousel Example 2/3
Carousel Example 3/3
The Approach
In a three-phase campaign strategy, our team led the media strategy as well as design conception and execution. We leveraged brand awareness in phase one, driving national awareness and in-store sales. We targeted US adults with an interest in health and wellness, website visitors, and FB/IG page engagers.
In phase two, we focused on the consideration funnel. Warm and hot retargeting audiences were very receptive to videos of moms, specifically working around the house, as those video variations scaled with the highest numbers of spend and Link Clicks.
We made a variety of static image ads for feed and carousels as well. Our top single images were UGC photos, showing influencers holding the bottle close to their face.
Top performing static ads
Phase three focused on conversion, utilizing story placements and re-engaging with web visitors and past-purchasers. We tested a variety of creative messaging and visual elements; including UGC (lifestyle-focused and product-focused), lifestyle, and graphic. Youtube proved to be one of our most successful platforms for the campaign; UGC content was the star, generating the highest CTR, or conversion rate.
FB/IG Storyboard
The Outcome
In all phases, we ran a combination of static and video ads; these showcased best-selling Super Coffee products, while using a variety of messaging about staying healthy, positive, and/or active, in tandem with discount offers. We also used geo-targeting to get our target audience into stores near them, as well as measure the in-store sales impact of the campaigns.
Super Coffee boosted brand awareness and successfully re-engaged with past-purchasers.
The Results
11.9%
Negative in-store sales lift within locations that were not exposed to Instagram and Facebook ads.
85.2%
Youtube Engagement Rate. Our initial goal was 4%-6% (Consideration).
7,594
Incremental Add-to-Carts (Conversion)