Top-of-Funnel Creative Drives 13X the Lift of Lower-Funnel Creative for Javy Coffee

Javy Coffee faced a classic marketing problem: They wanted to understand which Meta campaigns were driving incremental acquisitions. The coffee concentrate brand's Meta account featured two primary campaigns, both using Advantage Shopping Plus – one focused on top-of-funnel creative and the other on bottom-of-funnel creative.

The top-of-funnel assets were primarily video-based, introducing the brand through problem-solution narratives, while the bottom-of-funnel creative consisted mostly of still images and product shots, often featuring testimonials or promotional banners. Javy Coffee evenly distributed the budget across both campaigns and wanted to assess whether this approach was delivering optimal results. In other words, they wanted to determine the incrementality of each campaign.

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Javy Coffee used the Haus platform to quickly set up a 2-cell experiment with a holdout for their bottom-of-funnel campaign. They wanted to understand how their Meta ads impact all sales channels. For their primary KPI, they measured Shopify new orders and as a secondary KPI, they measured Amazon new orders. While Amazon doesn’t provide a “new orders” metric, Haus is able to provide this level of granularity for customers.

The bottom-of-funnel test ran for two weeks with the holdout in place and then Haus measured an additional 1 week post-treatment window to understand the lagging effects of the media. After the completion of this initial test, Javy Coffee set up another 2-cell experiment with a holdout for their top-of-funnel campaign and ran this second test for another two weeks plus a one week post-treatment window.

To Javy Coffee’s surprise, they learned that their top-of-funnel creative campaign was over 13X more incremental than their bottom-of-funnel effort. Their top-of-funnel campaign drove tremendous lift on both Shopify and Amazon sales. The cost per incremental acquisition (CPIA) of the top-of-funnel campaign was 20% lower than their click-based MTA reported and their CPIA of the bottom-of-funnel campaign was 250% higher than their click-based MTA reported. This shocking discovery led Javy to reallocate the majority of their Meta budget to their top-of-funnel campaign and they immediately saw their overall business customer acquisition cost (CAC) and marketing efficiency ratio (MER) improve. This was a huge win for the Javy team.

Javy Coffee is a brand that offers highly-concentrated liquid coffees, allowing users to make coffee quickly by adding a small amount to water or milk. It's designed for convenience, requiring no brewing and providing a customizable coffee experience with various flavors. The product is popular for its simplicity, affordability, and ease of use, especially for busy individuals.