Artisanal coffee is a product that requires education. Moving a consumer from first contact (e.g., a casual video about a roastery) straight to purchasing expensive coffee can be difficult. In 2023, the user „warming up” stage (MoFu) accounted for a mere approx. 5% total expenditures, while not generating measurable closing conversions.
We changed the capital allocation proportions. In 2024, the “middle of the funnel” (campaigns aimed at active fans, post interactions, and ToFu traffic, among others) received as much as 31% of the total advertising budget. We applied, among other things, the promotion of substantive posts and influencer collaborations.
