FULL BREW PERFORMANCE | HARD LINES COFFEE

Driving New Customer Acquisition

Hard Lines Coffee have a clean ecommerce setup for a coffee brand, selling coffee pods and various pre-bagged coffee beans as both one-off purchases and subscriptions, as well as merch and equipment through a one-off purchase.

For Hard Lines Coffee, who already perform so strongly with their existing customer base through their organic socials, community building and through limited edition collabs with similarly positioned CPG brands like Tony’s Chocoloney and Dr Sting’s, the primary focus has been on new customer acquisition and getting new subscription-based customers, which we would achieve through performance marketing. 

As expected for a brand with such a strong brand identity already, Hard Lines Coffee have had no issues on the creative side of their performance marketing, regularly brewing up top-tier creative that is sure to stop thumbs. Our input as Hard Lines Coffee’s ecommerce marketing partner has been to steer the setup and structure of their accounts in the best direction for scale, and to ensure their creative was working as hard as possible through best practices for placements within Google Ads and Meta Ads.

This is best seen on Meta, where our first port of call was to ensure Hard Lines Coffee is using a variety of campaigns, creative types and audience targeting, rather than relying too heavily on one type of creative or retargeting existing audiences. 

By transitioning to multiple campaign types and targeting, we transitioned to a full-funnel strategy that simultaneously focuses on reaching new customers and maintaining a comfortable ROAS. Our expertise with what campaign type performs best for this fast-scaling coffee brand has been best felt here, with us introducing setting up XML feed and DPA catalogues to retarget drop-offs at various funnel stages. These tactics let Hard Lines Coffee's product range do the heavy lifting on Meta from their eye-catching packaging design, while ensuring ad spend was biased towards new customer acquisition through interest and lookalike audiences.  

Expanding into Google

Our performance marketing efforts have expanded into Google Ads too. In this area, our two major points of focus have been building on the strong existing foundations across Google Search, YouTube Shorts and PMax campaigns. 

We've implemented creative best practices across existing campaigns, including expanding creatives from solely square and vertical ratios to the widely used landscape formats in Google. We also extended Hard Lines Coffee's presence into Google's AI-powered search campaigns, opening up a channel that hadn't previously been part of the mix and ensuring visibility everywhere.

We've also restructured how products are grouped within the account, splitting pods, coffee, and subscriptions into distinct categories. This allows us to target different customer profiles with the right message, and to bias spend towards Hard Lines Coffee’s best-selling products where it'll have the most impact on efficiency.

Feeding the Creative

Hard Lines Coffee’s brand identity is one of the brands’ strongest components (aside from the fantastic brews), and making sure it translates effectively across every paid channel has been an important part of our work together. We've provided ongoing guidance on what formats and styles resonate on each platform, and where Hard Lines Coffee have existing creative assets, we've reformatted and adapted them to meet the specific requirements of Meta and Google alike.