Javvy Coffee Uses 7-0 Optimization to Reduce Costs

Caffeinated Goodness

Founded in 2020 with a mission of making coffee more convenient without compromise, direct-to-consumer (DTC) coffee company Javvy Coffee is a purveyor of a broad range of coffee products, from concentrate and protein coffee to a variety of flavors of collagen creamer.

Javvy Coffee’s target customers are eco-conscious consumers who value ethically sourced coffee in a fun and convenient format, as well as cost-effectiveness and versatility. To appeal to that disposition, Javvy Coffee’s developed a flagship product featuring 30-times concentrated coffee sold in glass bottles. And across the breadth of their product line, they proactively steer clear of artificial evils, sugars, and calories.

The Grind

In a world saturated with (increasingly sophisticated) coffee adorers, creating a unique brand buzz takes a recipe with the right mix of product integrity, practical insight, and marketing savvy. Maybe it’s their own products’ effect, but it’s vividly clear that Javvy Coffee has a considerable grip on awareness when it comes to marketing to their target audience. Real customer experiences take center stage and highest priority, with nearly 20,000 customer videos and written reviews prominently featured on their website. 

So it’s no surprise that the brand’s DTC model and emphasis on user-generated content (UGC) to drive sales made paid media campaigns targeted to Snapchat’s Gen Z and millennial user base particularly enticing.

Ramping Up the Gen Z and Millennial Customer Base

Javvy Coffee became interested in utilizing Snapchat Ads as a way to diversify their channel mix and reach a unique group of consumers. Leveraging insights and motivation derived from their previous success with customer UGC, their notion was to convert Gen Z and Millennial coffee aficionados by featuring bite-sized videos styled as content native to the Snapchat platform. UGC done right: Users speaking directly to camera, sharing how they enjoy the convenience and versatility of highly concentrated coffee.

With a UGC strategy at the ready, Javvy Coffee was eager to scale their Snapchat spend against their conversion campaigns to drive transactions on their website — but they were having trouble dialing in the consistent results needed to deliver true scale. Naturally, the team turned its attention to seeking a profitable way to scale spending.

The Aroma of Success

Using Snapchat’s 7/0 bid optimization and UGC creatives, Javvy Coffee was able to confidently scale spending on Snapchat as they saw a reduction in their CPA. By choosing the Pixel Purchases goal-based bidding strategy, they were able to select the 7-day swipe-up and 0-day view optimization window, driving viewers of their Snapchat ads directly to purchase at a higher volume and lower cost per click-through conversion. 

As a result of their discerning approach, the numbers complete the story: Javvy Coffee was able to reduce their customer acquisition costs by 42% quarter over quarter (QoQ), which led to a 318% increase in QoQ purchases. Additionally, Javvy Coffee saw a 39% QoQ increase in CTR.¹