How a Leading Coffee Brand Boosted Sales by 171% and Secured Long-Term Organic Growth with a One-Week Deal Strategy
171%
Margin increase in 1 month
104%
Sales boost in 1 month
Our Challenge
Despite strong product-market fit, the client struggled to gain organic visibility on high-value keywords. Rising ad costs made traffic acquisition expensive, and their category was becoming increasingly competitive. They needed a low-risk method to spark short-term growth and improve long-term performance.
Project Overview
Our client is a premium coffee brand, who has one of its products competing in the saturated instant coffee category on Amazon. Known for its strong and distinctive blends, the brand had a loyal following but needed a scalable way to improve discoverability and drive sales without relying solely on aggressive ad spend.
Solution:
To tackle this, we tested a 7-day “Best Deal” promotion with a 15% discount — strategically designed to generate a surge in traffic and purchases, while also creating a “halo effect” that would benefit organic ranking even after the deal ended.
Examples:
- We launched a 15% “Best Deal” across the instant coffee ASIN, capitalizing on Amazon’s high-exposure placements like Deals pages and search results.
- To isolate results, ad spend and bidding remained consistent across the 3-week period, ensuring the promotion was the primary variable.
- Core keywords were broken out into exact match campaigns to track precise performance metrics (clicks, CVR, purchase share, etc.).
- On a key term like “instant coffee,” purchases jumped from 43 to 136 during the deal week, with conversion rate improving from 13.35% to 17.64%.
- Even after returning to full price, the keyword still delivered 84 purchases — nearly double the original baseline — with CVR holding at 17.04%.
- Overall, units sold rose from 111 to 301 during the promotion week (+171%), and remained high at 226 post-promotion (+104%).
- Several new keywords began converting that hadn’t previously ranked, showing improved organic visibility.
- We also deployed competitor targeting (PAT) campaigns on high-performing rival ASINs to redirect traffic and further accelerate sales velocity.
Results:
- 1171% increase in unit sales during the promotion week
- 104% increase in unit sales the week after, despite returning to full price
- Conversion rate increased across almost all keywords
- Click share on major terms more than doubled
- Organic rank improvements led to stronger long-term performance without additional ad spend
