Fernhill Coffee Roasters
Turning first-bag buyers into subscribers
- Brand
- Fernhill Coffee Roasters (fictional)
- Industry
- Consumer goods, subscription e-commerce
- Services
- Paid Social, Automation, CRO
The challenge
Fernhill sells excellent coffee, but online it looks like every other roaster. Paid social brings first orders at a cost that only works if customers come back, and most do not. The subscription offer is buried and the post-purchase emails are generic.
The strategy
- Move 1
Sell the ritual, not the beans
Creative built around the first ten minutes of the morning: grind, bloom, pour. Hooks test sensory detail against convenience against origin stories, so we learn which promise this audience responds to.
- Move 2
Make the second bag the goal
Bidding and reporting shift from first-order cost to predicted repeat value. Offers are designed to pull a subscription decision forward without discounting the brand into a commodity.
- Move 3
Follow the bag home
A post-purchase flow timed to when the bag is running low, with brew guides, a taste-profile quiz and a frictionless switch to subscription.
Creative assets
- Short-form ritual videos
- Subscription landing page
- Taste-profile quiz
- Lifecycle email series
What we would measure
Planning targets for a fictional brand. No results are claimed.
Primary target
Higher share of first orders that convert to subscription
Efficiency target
Acquisition cost judged on 90-day value, not first order
Learning target
A ranked library of winning creative angles
Bring us the real thing.
Tell us where you are and where you want to be. We will come back with an honest view of the opportunity, usually within one business day.