Illy Coffee
Growing Illy Coffee on Amazon
The Challenge
Illy Coffee wanted to grow revenue in 2023 while reducing ad spend, all while climbing the rankings in the ultra-competitive Coffee Beans and Ground Coffee categories. On top of that, their DSP campaign had a clear objective: attract more New-to-Brand (NTB) customers and increase Subscribe & Save sign-ups, all within a tight £5K/month budget.
The Approach
To drive year-on-year revenue growth, we refined Illy’s advertising strategy and optimised product listings for maximum impact. Our deep-dive market research uncovered high-traffic keywords that perfectly aligned with Illy’s premium positioning, allowing us to prioritise the most valuable search terms. At the same time, we mapped out high-potential audience segments across the funnel—top, middle, and lower—and tailored ad creatives to resonate with each. This meant a smarter, more targeted approach that maximised ad performance.
Beyond advertising, we gave Illy’s product listings a makeover. With visually striking, authentic imagery, we ensured their premium coffee stood out in search results, driving stronger click-through and conversion rates. The result? A strategy that delivered growth, efficiency, and better rankings.
The Impact
£M
Impressions in 2 months.
k
Detailed Page Views in 2 months.
New subscribers in 2 months.
The Outcome
The impact was felt immediately. From the moment we took over advertising in September, Illy’s sales jumped 36% year-on-year, followed by 48% growth in October and 20% in November. Within just two months of launching DSP, our carefully structured campaigns delivered strong results despite the tight budget. Rankings also saw a major boost—Illy’s Ground Coffee product family secured the #1 spot in its category, while its Coffee Beans family climbed to #2 in Whole Coffee Beans, solidifying its dominance.
