A competitive Google Shopping strategy for Origin Coffee

Boosting an artisan coffee brand with strategic thinking

Activity period: 2020

origin logo

Challenge

Founded in 2004 by Tom Sobey, Origin Coffee is an independently owned specialty coffee roaster. We were recommended to Origin initially for training, enabling its in-house team to develop their own paid media strategies. While working with Origin Coffee, we recommended adding Google Shopping to their paid media mix – and got to work helping the brand grow its direct-to-consumer sales.

Lilypads money 1080x1080
281%
return on ad spend

Our approach

Initially we focused on selling Origin’s ground and whole bean coffee, but tough competition from other brands made the return on ad spend too low. Instead, we designed a strategy to combine prospecting with support from remarketing to increase conversion rates. Together with moving focus to high-value products and new product lines, we were able to increase the return on ad spend to a level that made additional investment worthwhile.

Lilypads percentage 1080x1080
50%
of sales from non-equipment purchases

Results

Between June and September, Origin’s Google Shopping activity achieved a return on ad spend of 281%, with 50% of sales coming from non-equipment purchases, such as coffee bags and capsules. All thanks to a strategy that avoided simply throwing money at competition and instead pivoting to get great results in a competitive market.

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85%
the share of clicks Google Shopping generates

Testimonials

The team at Launch Online instil a real sense of confidence and trust. The team is professional and highly skilled. They work as an extension of the marketing team, being collaborative and approachable; a real pleasure to work with. Critically, they also deliver what they say they will and don't shy away from a challenge.

The team at Launch Online instil a real sense of confidence and trust. The team is professional and highly skilled. They work as an extension of the marketing team, being collaborative and approachable; a real pleasure to work with. Critically, they also deliver what they say they will and don't shy away from a challenge.

The team at Launch Online instil a real sense of confidence and trust. The team is professional and highly skilled. They work as an extension of the marketing team, being collaborative and approachable; a real pleasure to work with. Critically, they also deliver what they say they will and don't shy away from a challenge.

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