The full story
illy, renowned for its premium coffee products, has a global presence and a rich heritage dating back to 1933. With an increasing focus on digital marketing, illy was looking to optimize its online presence, engage with customers more effectively, and drive sales growth — and so they enlisted the help of Digivizer.
What was the challenge?
While the name illy isn’t unfamiliar in Australia, illy wanted to position itself as the leader in fine Italian-made coffee in the local Australian market. illy wanted to strengthen its digital marketing efforts to increase brand visibility and drive e-commerce sales.
Prior to partnering with Digivizer, illy encountered challenges in its digital marketing initiatives, including:
- Lack of data integration: illy struggled to consolidate data from diverse digital channels, hindering its ability to gain a comprehensive understanding of customer behavior and preferences.
- Limited insights: The absence of robust analytics tools restricted illy’s capacity to derive meaningful insights from its digital marketing campaigns, impeding strategic decision-making.
What was the solution?
Digivizer’s performance strategy was built around seasonality planning within key shopping periods, strong promotional offers with engaging creative assets, and implementing a strong SEO and SEM strategy to drive significant organic and paid search results. A key focus was understanding the relationship between organic vs paid media driving website revenue for future forecasting and investment recommendations.
All channels worked to create a coherent and effective digital customer journey, with monthly insights and learnings leveraged in the Digivizier platform for continuous optimization.
What were the results?
Through strategic keyword optimization and on-page enhancements, illy experienced a significant increase in search engine visibility and organic traffic. This led to higher rankings for relevant search queries, driving qualified leads to the e-commerce site.
Digivizer also implemented targeted paid media campaigns and optimized ad creatives and, in doing so, achieved a notable improvement in illy’s ROAS. Cost-effective advertising strategies, coupled with compelling product promotions, resulted in higher conversion rates and improved profitability.
In fact, over a 12- month period, Digivizer increased illy’s users by 730%, achieved an average 10.1 ROAS on Google (with an overall 400% lift in ROAS overall), and increased e-commerce revenue by 573%.
