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The 12 Days of Christmas email campaign built warmth among Coffee Club members by offering exclusive rewards. It captured their attention and generated £510,000 in incremental revenue.

The challenge
Costa’s challenge for Christmas was to deliver an engaging campaign with lots of little moments of happiness for Coffee Club members. Our objectives were to get members in-store more often and to generate a 10% uplift on Coffee Club sales during an exclusive member event, compared to the previous Christmas event.

The insight
Christmas is a time of selflessness. It is a time for doing good deeds and spending our hard-earned cash and valuable time on other people. Our brief was to encourage Coffee Club members to treat themselves too.

The work
Our 12 Days of Christmas Coffee Club campaign offered members 12 exclusive offers in the run-up to Christmas. To kick things off, our most loyal members were invited to an in-store party, to trial the new Christmas product range. Eleven emails followed the event, each with engaging content, including the chance to win tickets to the Costa Book Awards, and Christmas-themed points offers.
We used Facebook Custom Audience targeting to re-engage members who hadn’t opened emails in the last 3 months – a first for Costa. And 37% went on to open at least one afterwards.

The results
Some of the highest ever email open rates were achieved – an average 6% points higher than the Costa benchmark. We had 569,694 impressions for one Facebook ad; a 12.8% year-on-year uplift on event sales from club members; and the campaign drove £510,000 in incremental revenue, achieving a massive 279% ROI.