Story
Resistance Coffee Co. is a family-owned, premium specialty coffee brand rooted in values and principles that built Canada’s enduring spirit.
Industry
Food & Beverage
Resistance Coffee Co. approached us through our Brand Rocket System. They were looking for a partner who could define their brand voice, build a cohesive content strategy across social and ads to expand their reach and market, and implement a complete website redesign and sales system to increase their revenues.
Significant revenue growth, more followers, higher sales, stronger brand impact and an expanded market
A sales increase of over 40% directly linked to their ad campaign over a 2 month period, compared to their previous average.
5.6 Return on Ad Spend (ROAS)
Over 2 months, one campaign generated a 5.6 ROAS, not including additional purchases through local distributors
Growth rate was 610% faster than before, with over a 500% increase in social views in the first 3 months
Client Testimonial
“We’re obsessed with the video and can’t wait to use it for our winter promotions! Thanks for working with us on this! Highly recommend the Algonquin Digital team!”
Marcie Juliao
Director of Marketing
Deerhurst Resort
*Sales metrics continue to show excellent results beyond when this case study was published
The Challenge
Resistance Coffee Co. aimed to bring a premium product (fresh-roasted, specialty whole bean coffee) to everyday Canadians who resonated with their values through a unique sales model of local re-sellers (called Outposts). Their unique model of local distribution and e-Commerce, together with their niche target market, presented several challenges to grow their business and revenues.
The challenge was clear:
Establishing a Data-Driven Strategy & Strong Foundation
We don’t like shooting in the dark, so tracking data and analytics would be key for decision making. In tandem with brand perception, intentional social media presence and effective ads, their website needed to be rebuilt to properly support their premium product, brand identity, and sales goals.
Creating an Offer That Makes Sense
New and prospective customers were often unclear as to what Resistance Coffee Co. was offering and how to get their product. They had several systems and structures in place, but they weren’t optimized for conversions or clarity on their unique sales model, which was a combination of e-Commerce and in-person, individual local distributors. The value proposition needed to be clear for customers.
Moving From Foundation to Expansion
The brand serves a niche audience; direct-to-consumer coffee products require a thoughtful approach to both organic content and paid marketing. Several barriers to entry for potential customers also needed to be addressed to facilitate future expansion. They also needed a reliable way to get their brand in front of untapped audiences.
Our Solution
Strategic Socials, Ads, and a Custom Website
We planned, scripted, shot and produced organic social content, ads, and brand media to elevate their brand. We designed a highly customized, mobile-responsive website that aligned with their brand and integrated smoothly with their sales platform. This helped to position them as a trustworthy and premium brand. We also kept a close watch on their analytics to inform decisions.
Strategic Offer & Systems Optimization
We identified items which needed clarity to help with new customer acquisition and improve the sales journey. By producing tutorial content, as well as explainer videos, we were able to address questions pre-emptively. We provided guidance on refining their offer, improving sales channels, and optimizing their CRM. We built tailored enhancements and custom automations throughout their workflows to support smoother operations and growth.
A Full-Funnel Marketing Strategy
We built a custom sales funnel system to help convert new leads from ad campaigns. We also custom-coded an automation to help connect new customers with local distributors near them, as well as automatic follow-ups for customers and Outposts. Through deep analysis and collaboration, we helped Resistance Coffee develop a clear communication style and brand identity that resonates with the right audience. The results speak for themselves.
The Results
After a few months of working together, creating social content, running ads, collecting metrics and making data-driven adjustments, we generated significant revenue growth and results with an excellent efficiency of ad spend. Below is the website transformation and a few sample stills of various videos, ad creatives, and product shots we created for Resistance Coffee Co.
