Coffee Worth Coming Back For: The Strategy Behind Intelligentsia’s Reactivation Win
With a lean budget and smart strategy, we brewed serious revenue six times over.
When Intelligentsia Coffee set out to reconnect with customers who hadn’t brewed a cup in years, Campfire delivered a media strategy built for comeback stories. With a smart blend of Connected TV, digital video, and precision display, we reignited interest among lapsed audiences, some dormant for over three years. The campaign gave Intelligentsia’s internal creative team the space to tell a richer brand story, free from the constraints of social, and still performed exceptionally. It proved the power of timely storytelling and clean targeting. Turns out, good coffee and good strategy are both worth coming back for.
Full-Funnel. Fully Intentional.
We built a full-funnel media plan that paired storytelling with precision. Connected TV and digital video re-established brand connection, while programmatic display drove conversions. CRM integration and revenue tracking gave us a closer view of attribution, and custom audience segments allowed us to tailor messaging by recency of engagement. With smart pacing and real-time optimization, the strategy brought lapsed customers back into the fold on their terms, in the moments and channels that mattered most to them.
Performance by Design
The campaign reconnected with lapsed customers by reaching them in new media environments where the brand could tell a fuller story. Instead of relying on crowded social feeds, we used premium placements like Connected TV to reintroduce Intelligentsia through richer, more intentional touchpoints. Even with a lean budget and tight flight window, the strategy delivered—earning a reported 3X ROAS, with estimated performance reaching as high as 6X ROAS. The longest-lapsed audiences delivered the biggest lift, and with precise targeting and honest attribution, we turned dormant interest into measurable revenue, setting the stage for even stronger retention ahead.