Stumptown needed to engage in a more meaningful and direct way with existing and potential customers online, leveraging digital marketing channels to create multiple robust sales funnels and effective communication streams, including a multi-pronged, data-driven approach to paid media.
From our historical research and a review of the competitive landscape, we discovered a clear opportunity for a more targeted and dynamic approach to paid media for Stumptown. Namely, a strategy that equally conveyed the bold and distinct personality that the brand portrays in-person and via organic channels, heavily leveraging Stumptown’s strong but previously underutilized creative. With this in mind, we developed a cross-channel strategy that integrated bold, personal copy while focusing on the distinct product categories Stumptown offers.
Knowing that consumer behavior was quickly adapting to the realities of 2020, we focused on implementing fluid, responsive and programmatic campaigns. Beyond standard Search and Shopping campaigns, we launched Dynamic Responsive Display ads for both single coffee purchases and subscriptions, as well as Smart Shopping ads to present relevant products to consumers across their customer journey along with YouTube campaigns showcasing their strong creative assets.